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
. 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
. We can easily think of a range of pre-pandemic ‘jobs’ which have been altogether eliminated.
Instead, creeping up the priority list are a range of new ‘jobs’, and a collective rise in the number of people who have these jobs, which means greater demand for products and services that are designed to meet them.
In the following section we explore the impact of the pandemic on our struggle to feel like ourselves mentally and physically, and the strategies that consumers are adopting to feel better.