Our Story
Viable Labs was founded with a clear goal: empowering product teams who want to solve real customer problems, not just deliver features. But too often, that ambition is blocked by a lack of solid customer insight. Instead of clarity, teams are left navigating roadmaps shaped by opinions or gut feeling. Traditional research methods can't keep up. They're slow, expensive, and misaligned with today's product development pace. That's where we saw a gap. We created Jobmap to make Quantitative Jobs-to-be-Done research available to the teams doing the work—turning insight into a repeatable, scalable input to product strategy.
We believe real product empowerment starts with knowing what matters to customers - measurably, and at scale.
Outcome-Driven
AI-Powered
Meet the founders
Partners in democratizing JTBD research
Lars Ihle
Partner & Co-Founder
Strategist
Lars is a strategic advisor specializing in Jobs-to-be-Done implementation and outcome-driven innovation. With extensive experience helping companies transition from inside-out focus to customer-driven strategies, he developed the frameworks that make JTBD research actionable at scale. His approach bridges the gap between customer insights and business results.
Expertise:
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Torstein Torblå
Partner & Co-Founder
Analyst
Torstein brings deep expertise in quantitative research and statistical analysis to JTBD methodology. With a background in quantitative analysis and business development, he developed the proprietary AI architecture that power Jobmap's customer outcome analysis. His work focuses on turning unstructured customer feedback into statistically significant insights that drive product strategy.
Expertise:
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Our Values
Evidence Over Assumptions
Every product decision should be backed by customer outcome data, not team opinions.
Accessible Excellence
Rigorous research methodology shouldn't require PhD-level expertise or enterprise budgets.
Actionable Insights
Research is only valuable if it directly improves product decisions and customer outcomes.
Transparent Methods
Our AI is explainable, our statistics are verifiable, and our methodology is open.