Validate Features
We ran a Jobs to Be Done research project to identify the key market segments and validate the unmet needs of health conscious individuals tracking their calories.
This startup was lacking clarity on exactly who might value a calorie tracking solution, what features they would care about and what their decision making criteria would be between solutions. By running a rapid JTBD study they were able to have customer data to base all of these decisions on.
The team began with these three industry hypothesise.
Hypothesis 1: Major Markets will be Weight Loss and Weight Gain
By targeting features and marketing towards those looking to lose or gain weight, the startup was going to address these challenges first.
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Hypothesis 2: Predominantly Male Users
By focusing on features and marketing strategies that appeal to men, the startup believed it would maximise it's chances of success, this was based on a number of customer interviews.
Hypothesis 3: Primary Age Group will be 30-40 Years Old
By tailoring the solution’s features and marketing towards individuals in their 30s and 40s the team believed they would be reaching the busiest and most problem aware group.
So what did we do and what did we find?
Our Approach
- We ran a short JTBD kickoff meeting to review the key job stages, outcomes and demographic questions.
- Fielded our jobs to be done survey to ~500 potential customers to gather an initial sample of data.
Checkout Live Project
You can view the a complete set of sample project files for this specific case study. Please note that to protect our clients data we have recreated a similar job and outcomes and are using a sample of 50 live customer responses. Feel free to checkout the project link below and see the project brief, job map, list of outcomes, list of demographic/complexity questions, a Jobs to Be Done survey and an opportunity matrix for this project.
17 Stages
138 Customer Needs
50 Live Responses