jtbd-psychographic-research
JTBD & Psychographic Research Frameworks
Quick reference for Jobs-to-be-Done and psychographic frameworks that inform brand strategy. This skill auto-activates during brand work to ensure audience insights inform every phase.
"95% of purchasing decisions are made in the subconscious mind." — Gerald Zaltman, Harvard
The Three Job Types
Every "job" customers hire a product for has three dimensions:
| Dimension | Question | Example |
|---|---|---|
| Functional | What task are they accomplishing? | "Watch content without ads" |
| Emotional | How do they want to FEEL? | "Feel relaxed, avoid boredom" |
| Social | How do they want to be SEEN? | "Recommend shows, feel in-the-know" |
Job Statement Format: "When [situation], I want to [motivation], so I can [outcome]."
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