103. Unlocking Opportunities Through The Application of Jobs Theory: A Conversation with Alasdair Trotter
The Disruptive Voice
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Customer Insights - How to Use the Jobs Framework in Product Development?
The jobs-based approach isn't by any means a standard yet, despite our best efforts over the years. It certainly gained a lot of ground over the past decade and perhaps some 25, 30% of organizations we encounter tend to understand it in some way or form. You see things like in-depth interviews where the research team is really probing on the why. They sort of ladder down to the emotional and social jobs through very conversational, open-ended questions. And so you tend to see that as a tool being used by customer insights organizations.
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