Understand the underlying goals and motivations that drive consumer behavior. It explores the “job” a consumer is trying to accomplish when they choose a product or service. This approach highlights real-world problems consumers are solving and the outcomes they value most. By identifying these core needs and pain points, JTBD studies help brands innovate with purpose, design more relevant offerings and create messaging that resonates with their audience.
A prominent CPG company faced a significant hurdle: their consumers were frustrated by floor cleaning routines that were too demanding. The process involved multiple products and steps, consuming excessive time and effort. The existing market had a fundamental convenience/efficacy gap in cleaning tools: “quick mop” products were seen as convenient but often sacrificed cleaning quality, and traditional map and bucket systems offered a thorough clean but demanded significant time and labor.
While consumers were somewhat resigned to their current floor cleaning methods, there was a white space opportunity for a product that could disrupt these ingrained habits. We aimed to create an innovation that combined the ease and mobility of convenience tools with the efficacy and natural cleaning power of steam. We leveraged Jobs Framework to uncover unmet consumer needs and guide the innovation strategy.
Our approach centered on evaluating consumer response to a new heat and steam cleaning prototype. The goal was to understand which “jobs” consumers would “hire” this innovative technology to fulfill. The prototype immediately generated initial intrigue and a “wow” factor, primarily due to the convenience that existing steam cleaners lack – small size, easy storage and enhanced mobility. The concept of a cordless, disinfecting solution usable on multiple surfaces (including countertops, vertical surfaces and small spaces) was particularly appealing to consumers.
A successful product launch required messaging that overcame skepticism, especially regarding efficacy without visible steam or added cleaning solutions. We developed a clear, multifaceted messaging strategy focused on the core consumer benefits, including safety and care (chemical free and safe on all surfaces, protecting the consumer’s investment), convenience and mobility (benefits of a cordless tool that allows for multi-tasking and easy storage, enabling daily deep cleaning), and efficiency and value (the minimal effort required and the savings generated by not needing to purchase separate cleaning solutions since only water was needed). Armed with these insights and a targeted communication strategy, our client was prepared to launch this new innovation and effectively close the market category gap.
