At untold, we use the framework of ‘Jobs to be Done’ in our work with clients. Jobs to be Done is a theory of how consumers make buying decisions, which helps us create customer-led product and marketing strategies for digital brands. A central tenet of this thinking is the idea that customers buy products or services to help them make progress with a struggling moment
. It’s this struggle, identified, that often drives people to seek out solutions.
This pandemic has caused a complete reshuffle of our collective struggling moments
. Although the core Jobs when it comes to travel will remain the same, we may see some become more or less important as we emerge from a period of strict travel restrictions. In our previous post, we looked at 5 trends in wellness which showed the wellness mindset takeover which is driving customers towards products and services which help them to make progress on their wellness goals
In the following section we explore the impact of the pandemic on our attitudes towards travel, and present a number of key focus areas for the industry.