JTBD (Jobs to Be Done)

Also known as: Jobs to Be Done, JTBD Theory, Need States

Framework that understands consumer behavior as hiring products to perform specific functional, social, or emotional 'jobs'.

Jobs to Be Done (JTBD) is a theoretical framework developed by Clayton Christensen that proposes understanding consumer behavior not from demographic or psychographic characteristics, but from the 'jobs'—functional, social, and emotional needs—they seek to accomplish by 'hiring' a product or service.

The central question of JTBD is not 'What product do you want?' but 'What job do you need to do?' and 'What prevents you from doing it currently?' This shift in perspective generates more actionable innovation insights.

JTBD is highly complementary with Demand Spaces and U&A: the former maps the territory of demand, JTBD explains the why behind the behavior. At Atlantia we use JTBD as an analytical framework in our qualitative studies and U&A.