jtbd-psychographic-research

# JTBD & psychographic research frameworks Quick reference for Jobs-to-be-Done and psychographic frameworks that inform brand strategy. This skill auto-activates during brand work to ensure audience insights inform every phase. > "95% of purchasing decisions are made in the subconscious mind." — Gerald Zaltman, Harvard --- ## The three job types Every "job" customers hire a product for has three dimensions: | Dimension | Question | Example | |-----------|----------|---------| | **Functional** | What task are they accomplishing? | "Watch content without ads" | | **Emotional** | How do they want to FEEL? | "Feel relaxed, avoid boredom" | | **Social** | How do they want to be SEEN? | "Recommend shows, feel in-the-know" | **Job Statement Format**: "When [situation], I want to [motivation], so I can [outcome]." --- ## The Four Forces of Progress (Bob Moesta) Why customers switch (or don't): ``` PROMOTING FORCES ┌────────────────────────────┐ │ PUSH PULL │ │ (Struggles) (Attraction)│ ├────────────────────────────┤ │ HABIT ANXIETY │ │ (Comfort) (Fear) │ └────────────────────────────┘ BLOCKING FORCES ``` **The Formula**: If `Push + Pull > Anxiety + Habit`, they switch. | Force | Key Question | |-------|-------------| | **PUSH** | "What frustrates you about your current solution?" | | **PULL** | "What excites you about this alternative?" | | **ANXIETY** | "What worries you about switching?" |...