Start: Qualitative Model

Do You Have?

Journey Contexts Identified

YES: Go to Journey Scope Finalized

NO: Go to The Play

The Play

Every journey (aka ‘Consumption’ Job to be Done) can be broken down into contexts. You can generate them on-demand using an enabler I’ve developed ➡️ https://jtbd.one/job-contexts.

Use it to

In most cases, using a universal model will be insufficient for your desired research outcomes since no one wants to generally know things. You want to know specific things that you can take action on, and they need to be relevant to the products and services you offer. Warning: “They” are not about your products or services, though. Once you do that it becomes nearly impossible to do a competitive analysis. Being relevant contextually is very different than testing your features in a survey. We are trying to understand customer needs and they generally do not need your features - they need to achieve their desired outcomes. Isn’t that what you’re trying to help them with?

NEXT: Go to Journey Scope Finalized