Jobs to Be Done Research with AI: A Modern Approach to Product Strategy
Unlock the potential of your business with this comprehensive JTBD theory course—(the same theory that helped Mars Inc. increase global Snickers sales by 15.9% in one year)—designed to transform how you understand and engage with your customers.
This course offers a deep dive into Jobs to Be Done theory, shifting the focus to the true needs and motivations behind consumer behavior. It also introduces a modern approach to research, where AI is used to surface patterns in customer problems and decision-making at scale.
What Makes This Course Different
The final chapter equips you with the tools needed to conduct AI-driven market research using a structured Jobs to Be Done approach—turning AI from a content tool into a practical research advantage.
What You'll Learn:
Core Concepts of JTBD: Understand the foundational principles of JTBD theory and how it differs from conventional marketing approaches.
Practical Application: Learn how to identify and map out the jobs your customers are trying to accomplish.
Strategy Development: Gain the skills to create marketing strategies that align perfectly with your customers' needs.
Expected Outcomes:
Enhanced Customer Insights: Develop a deeper understanding of what drives your customers' decisions.
Targeted Marketing: Create more precise and effective marketing campaigns.
Competitive Advantage: Utilize JTBD to innovate and stay ahead in your market.
Master JTBD theory and start delivering exactly what your customers need, when they need it. Your journey to becoming a JTBD practitioner begins here!
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Chapter 1: Understanding the Basics of JTBD Theory
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Lesson 1: Introduction to JTBD Theory
By the end of this lesson, students will have a solid understanding of JTBD theory and be prepared to explore its applications in subsequent lessons.
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Lesson 2: The History and Evolution of JTBD
By the end of this lesson, students will have a comprehensive understanding of the historical context and evolution of JTBD theory, preparing them for deeper exploration of its principles and applications in subsequent lessons.
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Lesson 3: Core Concepts of JTBD
By the end of this lesson, students will have a comprehensive understanding of the core concepts of JTBD theory, preparing them for more advanced topics and applications in subsequent lessons.
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Chapter 2: Applying JTBD in Market Research
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Lesson 1: Identifying Jobs to Be Done
By the end of this lesson, students will have the knowledge and skills to identify the jobs customers are trying to accomplish, providing a strong foundation for applying JTBD theory in market research and beyond.
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Lesson 2: Creating Job Maps
By the end of this lesson, students will have the knowledge and skills to create job maps, providing a detailed understanding of customer journeys and opportunities for innovation.
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Lesson 3: Prioritizing Customer Jobs
By the end of this lesson, students will have the knowledge and skills to prioritize customer jobs effectively, providing a strong foundation for strategic decision-making in product development and marketing.
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Chapter 3: Integrating JTBD into Product Development
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Lesson 1: JTBD in Ideation and Concept Development
By the end of this lesson, students will have the knowledge and skills to integrate JTBD insights into the ideation and concept development process, ensuring that new products are closely aligned with customer needs and have a higher likelihood of success.
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Lesson 2: Designing Products with JTBD in Mind
By the end of this lesson, students will have the knowledge and skills to integrate JTBD insights into the ideation and concept development process, ensuring that new products are closely aligned with customer needs and have a higher likelihood of success.
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Lesson 3: Testing and Iterating Based on JTBD
By the end of this lesson, students will have the knowledge and skills to test and iterate products based on JTBD, ensuring they meet customer needs and achieve greater market success.
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Chapter 4: Implementing JTBD in Marketing Strategies
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Lesson 1: Crafting Value Propositions with JTBD
By the end of this lesson, students will have the knowledge and skills to craft compelling value propositions that resonate with customers and drive marketing success.
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Lesson 2: Segmenting the Market with JTBD
By the end of this lesson, students will have the knowledge and skills to segment the market using JTBD insights, enabling them to develop targeted marketing strategies that effectively address customer needs.
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Lesson 3: Creating and Delivering Targeted Marketing Campaigns with JTBD
By the end of this lesson, students will have the knowledge and skills to create and deliver targeted marketing campaigns that effectively address customer jobs, driving engagement and conversion.
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Chapter 5: Measuring and Optimizing JTBD Strategies
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Lesson 1: Key Performance Indicators (KPIs) for JTBD
By the end of this lesson, students will have the knowledge and skills to effectively measure and optimize JTBD strategies using KPIs, ensuring that their initiatives drive desired outcomes and continuous improvement.
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Lesson 2: Customer Feedback and JTBD
By the end of this lesson, students will have the knowledge and skills to effectively collect, analyze, and leverage customer feedback to optimize JTBD strategies, ensuring their initiatives continuously meet customer needs and drive desired outcomes.
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Lesson 3: Iterative Testing and Improvement with JTBD
By the end of this lesson, students will have the knowledge and skills to implement iterative testing and improvement processes for JTBD strategies, ensuring their initiatives continuously meet customer needs and drive desired outcomes.
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Chapter 6: Ideation to Execution
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Step 1: Market Definition
This guide will walk you through first step of developing a JTBD strategy.
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Step 2: Job Mapping
This guide will walk you through the second step of developing a JTBD strategy.
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Step 3: Uncover Anticipated Outcomes
This guide will walk you through the third step of developing a JTBD strategy.
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Step 4: Quantify Satisfied and Unsatisfied Outcomes
This guide will walk you through the fourth step of developing a JTBD strategy.
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Step 5: Opportunity Discovery
This guide will walk you through the fifth step of developing a JTBD strategy.
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Step 6: Strategy Execution
This guide will walk you through the sixth step of developing a JTBD strategy.
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Digital Assets
These assets will help you implement a JTBD strategy.
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Jobs to be Done AI Research
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Lesson 1: The Theory — Jobs to Be Done Research with AI
This lesson introduces the foundation of this approach: when Tomas Corza encountered ChatGPT in 2022 while studying Jobs to Be Done, he recognized that people were already documenting their problems and desired outcomes across the internet.
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Lesson 2: The Tool — Using JTBDGPT for Research
This lesson introduces JTBDGPT as a practical tool for applying Jobs to Be Done with AI.
You will learn how to define a customer, frame a job, and guide the system to surface directional insight into customer struggles and decision drivers.
The goal is not to get answers, but to generate patterns you can test, validate, and turn into stronger value propositions.
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