Which job do consumers want to hire your product to do? This is the core of a jobs-to-be-done exploration. Using behavioral science, we recognize that ‘jobs’ are not just addressing functional needs, but also symbolic and emotional desires.
We are not aware of underlying motivations that cause us to act. Direct questioning leaves the full story of your target audience untold. With behavioral science research techniques, we tap into consumers’ non-conscious thoughts and emotions and capture more drivers of behavior.
After we map the functional, social and emotional needs and desires, we design product innovation pathways. Successful product innovation connects the tangible and functional needs with the symbolic and emotional desires to develop products and messaging that align with consumer identity and life goals.
