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 buy a security system for our home, we hire it to protect ourselves, our loved ones and our belongings.
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 protect myself and my loved ones from known and unknown risks
In a world where people navigate an increasingly complex world, they will regularly encounter a proliferating set of risks. For example, in a world with greater personalization, the impacts of cybercrime and disinformation may become more familiar and intricate.
Potential fJTBD:
Help me keep my identity and personal information safe from the risk of online threats and misuse
Give me the benefits of personalization without the risks
Help me feel confident about the purchases I make
Protect my financial health and wellness from fraud
Give me control in a world of uncertain unknowns
Imagine a world where … like your search history, you can access a portal of where and how your online identity is being used across brands and websites alike.
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