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 buy products and services to fulfill certain needs or accomplish specific tasks. For example, we don’t pay for subway rides in cities, we hire public transit to move us from point A to point B, while providing peace of mind by removing the worry associated with parking, road safety and traffic.
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 a transportation option that provides the most convenience, minimizes personal climate impact or saves on costs associated with travel or commuting.
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 make transportation choices that are smart for both my wallet and the planet
In a world where people are short on time and budget, climate initiatives and personal sustainability habits often take a back seat. For example, in a world that is not yet set up for widespread EV infrastructure, consumers may be forced to abandon more environmentally friendly options in favor of those that are more readily available but worse for the planet.
Potential fJTBD:
- Help my brand bridge the “say-do gap” between stated consumer desires and real-life choices, leading to better outcomes for all
- Make it easy for me to see the climate impact of my choices, and help me make better ones without sacrificing convenience
- Help me access climate-friendly transportation/vehicles without incurring the upfront cost of doing so
Imagine a world where … automated mobility solutions communicate with one another to adapt traffic patterns based on demand, minimizing delays and lowering carbon emissions through reduced idling.
← Read previous | Read next → |