A job to be done is the goal a product is hired to complete. The Jobs-to-Be-Done (JTBD) framework is based on the idea that people purchase products and services to achieve specific outcomes and make progress in their lives.
In the Lux for Predictive Anthropology framework, JTBD reports use contextual analysis of consumer reviews to identify the dominant jobs for which consumers hire a product.
Each report breaks down 8-10 key jobs by analyzing the following aspects:
1. The Jobs Statement
The jobs statement defines what consumers are hiring a product to accomplish.
Example: "I want to eat while I’m getting to work."
This goal could lead consumers to buy a milkshake, a protein bar, or other easy-to-eat foods.
Why It Matters:
- Helps brands frame their products as solutions rather than just features.
- Provides insight into consumer intent, making it easier to market products effectively.
- Avoids product-first thinking, shifting focus to problem-solving for the consumer.
2. The Tension Statement
The tension statement explains why the job hasn’t been fully solved—what barriers or unmet needs still exist.
Example: "There are lots of on-the-go foods, but they’re cold and stale by the time I finish them on my journey."
Why It Matters:
- Identifies pain points that prevent existing products from fully satisfying consumer needs.
- Helps brands differentiate by addressing frustrations that competitors overlook.
- Highlights gaps in the market that can be filled with innovation or product refinement.
3. The Occasions
The occasions show when consumers need to complete a job.
Example:
- Morning drive to work
- Long road trip
- Commuting by bus or train
Why It Matters:
- Helps align product functionality and marketing with real-world use cases.
- Enables brands to develop better distribution and merchandising strategies (e.g., stocking travel-friendly products in gas stations).
- Supports occasion-based messaging, such as emphasizing convenience for busy commuters.
4. The Steps
The steps outline what consumers currently do to try to complete the job.
Example:
- I buy protein bars, but they don’t keep me full.
- I try breakfast sandwiches, but they don’t stay fresh.
- I drink milkshakes, but some are too messy in the car.
Why It Matters
- Shows which alternative solutions are being tried and why they fail.
- Helps brands identify what consumers truly need in an improved product.
- Reveals consumer adaptation strategies—what workarounds they create to make a product "work" for their needs.
Products Being Hired and Fired
This section identifies which products consumers are choosing and which ones they are abandoning.
Example:
Hired products: Thick milkshakes, long-lasting protein bars, foods that taste good at room temperature. Fired products: Thin milkshakes, small protein bars, hot sandwiches that don’t stay fresh.
Why It Matters:
- Highlights product switching behavior and why consumers move from one solution to another. Helps brands position their products as superior replacements.
- Allows businesses to identify categories at risk of disruption.
Consumer language maps
Each job-to-be-done also has a consumer language map attached to it (known as a topic universe). These topic universes demonstrate the sort of language consumers use most often when discussing the topic of the job.
Why It Matters:
- Highlights product switching behavior and why consumers move from one solution to another. Helps brands position their products as superior replacements.
- Allows businesses to identify categories at risk of disruption.