Harvard Business Review: Know Your Customers’ “Jobs to Be Done”

hbr.org
by Clayton M. Christensen, Taddy Hall, Karen Dillon, and David S. Duncan

Innovation Gap: Despite its priority, innovation often falls short for leaders. In a recent McKinsey poll, 84% of executives consider innovation crucial, yet 94% are dissatisfied with their company's innovation performance. By incorporating the expertise of Focus Groups of America® and their comprehensive market research services, businesses can bridge this gap and leverage valuable insights to drive successful innovation.

Data Overload and Correlation: Businesses have access to extensive customer data through big data and structured processes. However, most of this data shows correlations, not causality. Basing decisions solely on correlations is misguided. FGA's electronic data collection and recruitment methods delve deeper, forging a connection that uncovers the core causal factors and genuine motivations of customers by providing a personableapproach.

Focus on the Job to Be Done: A new approach, the "job to be done," shifts focus from correlations to understanding customers' progress-seeking behaviors. By identifying the specific circumstances and needs customers aim to address, companies can create products that truly resonate.Focus Groups of America®'s comprehensive market research services, coupled with advanced technology that enables in-house data collection, introduce a novel perspective—the 'job to be done.'.

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Harvard Business Review: Know Your Customers’ “Jobs to Be Done”