Knowing People’s Jobs To Be Done

Having recently adopted the Jobs to Be Done framework, our financial services client asked us to convene a series of ‘job hunting’ customer immersion sessions with a wide range of entrepreneurs from sole traders to more established small businesses.

Using depth interviews, projective techniques, active listening and rapid workshops, we then worked with key stakeholders to map out a skeleton framework for each Job To Be Done, kick-starting the process of turning customer stories into insights. These were then taken forward into an internal innovation session where initial ideas were generated, which we optimised in future research.