Future Jobs to be Done: Leisure
Ipsos spins the traditional “Jobs to Be Done” framework forward with future Jobs to Be Done (fJTBD). This builds on the theory that people buy products and services to fulfill certain needs or accomplish specific tasks. For example, we don’t buy a game system for our home, we hire it to entertain ourselves, our friends and our family, and to escape by immersing ourselves in different worlds.
To bring these jobs into the future, we envision powerful and plausible scenarios through strategic foresight. While many needs are enduring and do not change over time, the context of that job will change along with the potential solutions and alternatives. These scenarios help us define the circumstances in which people may find themselves, like considering whether to risk financial health to make a trendy purchase or save for a rainy day.
We use fJTBD to tie these scenarios to actions that organizations can take to help people meet future needs. While it’s typical in foresight to create fJTBD clusters, we’re sharing one scenario here as an example.
Help me ensure that I can enjoy the activities that I love, in the way that I love doing them.
In a world where consumers struggle to find time to accomplish all that they need to do, they will be more challenged to ensure they make time for themselves to do the things they want to do, and how they want to do them.
Potential fJTBD:
- Help me manage my time so I can work to live, not live to work
- Identify new places I can go to immerse myself in new cultures
- Help me detox from screens and enjoy my surroundings in
the moment - Enable me to quickly dive into a leisure activity when and where
I want, without a lot of preparation or forethought
Imagine a world where … people can manage their paid time on (e.g., income-generating time) vs. their paid time off.
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