The Jobs-to-Be-Done methodology (JTBD) is based on the theory that consumers do not purchase a product or service for the sake of it, but rather they “hire” a product or service to fulfill a particular Job to Be Done. The JTBD methodology is a research approach designed to uncover the progress consumers are trying to make related to that need. JTBD research begins with a series of interviews with people who have just started using a product (“hired”) or just stopped using a product (“fired”). The results of these interviews are analyzed in order to find common patterns of hiring and firing behavior that are observable and based on actual consumer behavior, rather than aspirational (what the consumer says they would do). NAIS has conducted Jobs-to-Be-Done with a variety of independent school stakeholders to explore the motivations behind their decision-making.
