ODI Research

Quantitative JTBD method measuring customer satisfaction with specific job outcomes to identify underserved opportunities where innovation creates competitive advantage.

Process

Key Fields

Question it answers	What job outcomes do customers struggle with? Where is the competitive opportunity? Which underserved outcomes justify product investment?
Participants & timing	30-50 interviews · 30-40 min each · 2-3 weeks analysis
AI compatibility	AI transcribes interviews, extracts outcome statements, scores importance/satisfaction, creates strategic maps, and calculates opportunity scores.
Output	Outcome importance/satisfaction matrix, opportunity scoring, prioritized innovation targets, strategic recommendations

Use when

Strategy decision on which job outcomes to address is needed
Market is competitive and differentiation requires data
JTBD framing from earlier qualitative research is already established

Skip when

Job outcomes are not yet defined (do JTBD interviews first)
Qualitative research already shows clear gaps and quantitative validation adds little value

Common Mistakes

Outcome statements too vague

"Feel good about meals" is not measurable. "Know meals will appeal to diverse family preferences without cooking multiple dishes" is specific and actionable. Train interviewers to probe for specificity.

Scores gathered but not acted on

Creating an opportunity map without translating findings to product decisions. Use high-opportunity outcomes as feature briefs and measure product impact on outcome satisfaction after launch.

Population bias

Interviewing only current satisfied customers misses outcomes that non-adopters care about. Interview both current customers and recent non-adopters to capture the full opportunity space.