Job-to-be-Done Catalog: Purchasing a product

How many of you are asked over and over again to study the purchase journey of your customers? Why is that? Don't you find that frustrating?

What if you already had all of the elements you needed to field an assortment of surveys without all of that upfront work? And if you know how to construct a Jobs-to-be-Done survey on the purchase experience, this is definitely what you need.

This catalog also includes:

1. The Core Job Model - Steps for all 9 phases of a Job-to-be-Done. Yes 9. This is a service, so I've added the Resolve step - which Lance Bettencourt highlights in his book Service Innovation: How to Go from Customer Needs to Breakthrough Services
2. Situations - you get 20 situations that end users trying to get a job done might face that could explain why they rate success metrics differently, or the same as others.
3. Contexts - you get 20 contexts in which the end user might be trying to get the job done. This will help you to refine your study, or expand it so you can analyze multiple dimensions of context
4. Use Cases - you get 20 use cases that will help you understand the various scenarios in which someone might be trying to get the job done. These are even more powerful when doing journey analyses from the provider's point of view, e.g., the purchase journey.
5. Related Jobs - A complete set of related jobs that end users are trying to get done before, during, and after the core job. BONUS: you get 50 success metrics for each of the related jobs. Normally we rate the job itself, but these give you the option of going deeper, or drafting a simple ad hoc survey quickly.
6. Financial Metrics - you get a set of the success metrics that a buyer or purchase decision-maker evaluates when considering the purchase of solutions related to this job.
7. Consumption Metrics - what normal people call journey or experience metrics. Solutions have a lifecycle of ownership and there are around 15 such journeys that may or may not relate to your job. If you'd like a little more data, these are fun to throw in, although they are not a complete set, just some important ones. Included is an example journey or two to think about.
8. Emotional Jobs - you get a set of emotional job statements and explanations so you can quantify how people want to feel, or how they want to avoid feeling when trying to stay informed on a topic of interest. This is very helpful for messaging and positioning.
9. Social Jobs - you get a set of social job statements and explanations so you can quantify how people want to be perceived, or avoid being perceived as when trying to stay informed on a topic of interest. Again, this is great for marketing.
10. Alternative Metrics - this is an uncategorized set of 50 success metrics for people staying informed on a topic of interest. It cuts through the job map clutter so you can pull off a quick and dirty survey tomorrow.
11. Screening Questions: this list of screening questions will make sure you get the right people to respond to your survey. As with anything, you may need to make subtle changes, but it'll get you pretty far down the road.

You're going to get a database of content. It's so much better than a PowerPoint deck!

ENJOY!

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