We understand the innovation process can be messy. It doesn’t always follow a templated process, and insights professionals are often called upon to help turn an internal product/service/idea into a successful launch.

Quester’s Reverse Jobs to be Done framework reverses the JTBD approach to identify the jobs a consumer would hire the product or service for. This approach identifies a jobs landscape that serves as the foundation for concept development. Combining the landscape with a deep understanding of the functional and emotional benefits enables us to build effective product positioning (concept) opportunities that resonate with the hearts and minds of consumers.

The concepts created outperform traditional approaches when tested in volumetric and prediction market concept tests.

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Learn more about this research framework