Asking the Right Questions of the Right Audience in Jobs-to-be-Done Research

Practical Jobs-to-be-Done Series

One of the first distinctions I personally noticed about Jobs-to-be-Done is that it avoids hypotheticals. Marketing researchers tend to use hypotheticals a lot and doing so gives them false confidence when trying to predict the behavior of customers (or in this case hypothetical potential customers). The questions could be related to product preferences…