Know what really drives customer behavior

Unlike traditional research techniques that may be brand or product-led, jobs to be done adopts a customer-led approach. Instead of solely seeking feedback on your brand or products, we ask customers about how the solutions they use fit into their lives. This angle allows us to glean deeper insights into customer psychology, empowering businesses to devise superior products and more effective marketing strategies.

While it's true that Jobs to Be Done is often associated with innovation, its application spans beyond just that. We view it as the foundation for a customer-led strategy. This approach touches various functions of a business and, most crucially, positions the customer at the center of everything.

Our research spans global markets. We conduct surveys, trend studies, and qualitative research across the world and particularly in the US, UK, Europe, and Asia. Regardless of the region, our objective remains consistent: to understand the customer in depth.

Our approach is comprehensive. We harness a blend of qualitative and quantitative methods, bolstered by desk research, social listening, AI-driven insights, and an in-depth analysis of the competitive landscape.

We collaborate with a diverse network of panel partners and recruitment specialists to recruit consumers, B2B prospects, and even those considered hard to reach. Or if you have existing customer lists, we are well-equipped to engage with them directly and professionally.

Our experience spanning over a decade in customer and behavioral insights has sharpened our ability to discern between surface responses and genuine customer sentiment. Our approach is more like a deep, conversational dive than a standard question and answer format. This makes customers feel more comfortable to share their thoughts and motivations. We always prioritize qualitative techniques for discovery before adopting surveys which we use mainly for sizing or validation.

Our approach emphasizes the customer's perspective at the heart of competitor analysis. We uncover the reasons behind competitor success by seeing how they deliver against the core needs and desires of their customers. By adopting this lens, we can identify potential gaps in the market—areas where competitors might be missing the mark. This insight helps us see how we might address unmet customer needs with new solutions.