The growth playbook used by tech giants—now in your hands
For decades, leading companies like Amazon and Apple have relied on the Jobs-to-be-Done approach to uncover hidden customer needs and build products that transform markets. Originating from the work of Clayton Christensen, this method has long been out of reach for most teams - too slow, too complex and too expensive.
That's why we've made this proven approach radically more accessible, giving every product team the ability to run advanced, customer-centered research in real time, without waiting on external consultants or outdated frameworks.
How we help
Three ways we help you unlock outcome driven growth
Quantitative JTBD Research
Get clear, actionable insights in days, not months. We break down the goals your customers are trying to achieve, run structured surveys and identify unmet needs with high potential.
Jobmap Platform
An AI-supported tool for exploring job maps, analyzing outcomes and discovering new opportunity spaces. Share findings, collaborate across roles and interact directly with your customer data.
Capability Accelerator
Learn how to apply Jobs-to-be-Done thinking through practical coaching and hands-on support. Build lasting capability in product discovery, problem framing and insight-led development.
Quantitative Jobs-to-be-Done research
Translate real customer needs into focused product strategies.
Quantitative JTBD research maps the full job your users are trying to complete. We break it into measurable outcomes and survey your market to calculate Opportunity Scores, giving you a clear, data-backed view of where to focus next.
Cluster analysis uncovers segments based on customer needs—not demographics—offering a more precise view of your market.
Visual example
Innovation map: Banking customer outcomes
What you see below is one of our deliverables. It contains the basic results of a Q-JTBD survey, identifying which parts of the job have the highest potential for innovation.
The dots on the right side are outcomes in the job that are considered important by respondents. Dots that are at the bottom of the chart are rated as unsatisfactory.
Job performer: Personal banking customer
Job: Maintain financial health and security
Context: When engaging with their bank
Hover over data points to explore specific customer outcomes and their opportunity scores:
Share important (%): The share of respondents who find this important.
Share satisfaction (%): The share of respondents who are satisfied with how they solve this today.
Outcomes that have high importance but low satisfaction are the most interesting to solve - they represent needs that are poorly met by current products and solutions.
Top opportunities for innovation
The customer needs with the highest opportunity scores in this market
#1 Highest Opportunity
Financial
Tracking
Monitor recurring payments and subscriptions
Opportunity Score: 17.0
#2 Highest Opportunity
Financial
Planning
Set up debt repayment strategies and tracking
Opportunity Score: 13.9
#3 Highest Opportunity
Tax
Strategy
Plan for optimizing tax strategies through banking
Opportunity Score: 11.2
When customer needs are significantly underserved—showing high importance but low satisfaction—they represent prime opportunities for innovation. These gaps indicate where current solutions fall short, creating space for new approaches that better address what customers truly value. Q-JTBD research systematically identifies these underserved needs, giving teams data-driven starting points for developing breakthrough solutions.
Meet Jobmap
The AI-powered system that puts advanced JTBD research in every product team's hands.
Get the secret formula leveraged by leading tech companies without needing research specialists or data scientists.
Quick job map creation accelerates JTBD thinking across your entire organization, eliminating manual interviews and lengthy analysis.
Lower the barrier for getting the customer viewpoint on every product decision.
Sharp customer insights arrive automatically through survey creation and analysis pipelines, requiring no specialized expertise.
All insights gather in a living system accessible to everyone, ensuring knowledge never ends up in a drawer.
Describe your product or market in a few lines and Jobmap helps you quickly:
Map what your customers are trying to achieve
Design surveys to uncover unmet needs
Highlight the opportunities worth solving
Align around a single source of truth
We give every role access to the same structured insights so the whole team can move as one.
Product Managers
Ensure solutions are valuable, viable, usable, and feasible — grounded in real customer outcomes, not assumptions.
Engineers
Partner in discovering feasible solutions to meaningful problems — with clarity on what matters and why.
Designers
Design for true desirability by targeting validated customer outcomes — making usable, lovable experiences real.
What industry leaders say
Executives from leading companies share their experience
"It's absolutely amazing what new insights you have generated! Now we need to discuss implementation!"
CEO
Norwegian Electricity Supplier
"This is a game-changer"
CEO
Norwegian PR Firm
"By far one of the most interesting conversations I've had in a long time. What you're creating is really groundbreaking!"
Global Head of CX
US Pharmaceutical Company
Join industry leaders transforming their product discovery