Future Jobs to Be Done
Ipsos spins the traditional “Jobs to Be Done” framework forward with future Jobs to Be Done (fJTBD). This builds on the theory that people consume to fulfill certain needs or accomplish specific tasks. For example, we don’t just view influencer content on social media, we hire them to guide us on a journey of replicating their lifestyle.
To bring JTBD 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 make purchases based on what brands communicate in advertising campaigns or through conducting research into how trusted, professional reviewers assess a product.
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 message effectively at scale
In a world where polarization continues to rise while trust in institutions wanes, marketers will find it increasingly difficult to connect to a mass audience without alienating groups on either side of major divides (such as those related to politics or economic class).
Potential fJTBD:
- Help me determine whether product reviews are based on real experiences or brands paying for positive feedback online
- Help me as a brand understand if and to what degree my consumer can be influenced by advertising at all
- Help me as a brand replicate the type of intimate, 1-to-1 relationship consumers have with their favorite influencers
Imagine a world where … brands use real-time feedback on brainwave activity and subtle emotional responses to tailor product experiences and advertising campaigns.
← Read previous | Read next → |