Jobs-to-be-done innovation:
Why on earth did they do that?

People’s motivations are not easy to ascertain. They don’t prefer products just because of functional advantages. Often they are not even consciously aware why they prefer a particular product or brand. To explore these underlying social and emotional preferences, we need to frame questions differently and tap into people’s subconscious, the System 1 thinking described in behavioral science.

With System 1 research techniques, we can reveal the full range of jobs consumers are hiring a product to do. These techniques capture how the automatic System 1 brain operates differently to the conscious System 2 brain. This could involve capturing response time when answering forced choice questions or using visual projective techniques that activate the non-conscious visual communication system.

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