Market research glossary

Jobs-to-be-done (JTBD) research is based on the theory that people buying products are hiring them to achieve specific outcomes, for example, someone who buys a drill is “hiring” the ability to make holes. The job of making holes can be thought of from several perspectives: functional, emotional, and social. The functional job might be to hang a picture on the wall, the emotional job might be to make the owner’s living room look more welcoming, and the social job might be to impress the owner’s partner with their practical skills. JTBD research considers the functional, emotional, and social outcomes that consumers are trying to achieve through their purchases. This can then for the basis for uncovering needs that are currently unmet, which in turn can facilitate product innovation. The original foundations of JTBD theory were developed by Tony Ulwick in 1990, but the concept was popularised by Clayton Christensen in his 2003 book The Innovator’s Solution.

Describes the situation where a market researcher consciously selects the sample which they believe to be the most appropriate for the research.