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Planned Market Research uses the revolutionary Jobs To Be Done (JTBD) technique that has been proven to be 7 times more effective than other methods for innovation. The technique typically starts with the moment of purchase and then maps the how a decision was made.
In its simplest form it boils down to:
There are a few different variations of the technique but by understanding the jobs that each consumer wants to get done you start understanding that person's key performance requirements and what aspects of a solution is prioritised most highly.
You can then segment the market by the success of the solution in meeting their demands, which can be functional or emotional and look at each member of the decision making unit (buyer, influencer, user etc.).
Although initially used for innovation it is an important part of general market improvement as by matching your communication strategy with the job map you can further increase sales, particularly in under-served sectors of a market.
The key point is that the job to be done rarely changes, sometimes in contrast to the technology and tool hired to do so.
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