A Free Jobs To Be Done (JTBD) Survey Template

Clayton Christensen’s Jobs to be Done (JTBD) Framework is a proven way of understanding consumers or customers needs and developing products that address them. This framework is also wonderfully straight forward and easy to get started with.

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example of jobs to be done survey

What does Jobs To Be Done mean?

Using the JTBD framework is all about getting to the heart of why someone buys, uses, or consumes something. Clayton Christensen, the late Harvard Business School professor that came up with this way of thinking, uses the example of a fast-food restaurant that wants to increase their milkshake sales to make a case for this framework.

In order to understand the ‘job’ that the milkshake is being ‘hired’ to do for customers, Christensen’s researchers performed customer interviews at the fast-food restaurant as people purchased their milkshakes. The JTBD interviews that the researchers ran proved surprising – 40% of the milkshake buyers were commuters, grabbing a shake to-go first thing in the morning. Christensen explained the customer experience and ‘job’ below:

“Most of them, it turned out, bought [the milkshake] to do a similar job,” he writes. “They faced a long, boring commute and needed something to keep that extra hand busy and to make the commute more interesting. They weren’t yet hungry, but knew that they’d be hungry by 10 a.m.; they wanted to consume something now that would stave off hunger until noon. And they faced constraints: They were in a hurry, they were wearing work clothes, and they had (at most) one free hand.”

The takeaways from this JTBD case study are two-fold:

  •  The milkshake’s value proposition only became clear because of this exercise, which is directly linked to improving sales.
  • Outcome-driven innovation isn’t possible for startups or large, well-established businesses if you’re not able to isolate the job that your new feature, product, or service is satisfying for customers.

Why run Jobs To Be Done surveys?

Any stage of product development, when prioritising your product roadmap, before defining customer value propositions and messaging, when optimising your website homepage for the right messaging, or when sense-checking a long-held assumption about your unique selling propositions – these are all great times to do JTBD research. You don’t need to be a researcher to 

It can be a challenge to figure out what types of questions you need to be asking to produce the actionable insights you need, but our JTBD template is here to help. It’s designed by our in-house team of researchers…so you know they’re tried and tested. Your desired outcome is only a survey away – no interview script required. 

Get started with this template

How do I get started with the Jobs To Be Done template?

Luckily, you don’t need to be an expert researcher to understand a customer’s job. Just use our free JTBD template!

To use the template, sign up to the Attest platform on our website. Or, if you’re already a customer, sign in to the Attest Dashboard and get going. You’ll be able to choose the template when you begin creating a survey. We’ve got several other survey templates available to choose from, so keep your eyes peeled for those too!

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example of JTBD template

What is Attest?

Attest is an always-on, end-to-end survey platform where you can draft your own survey questions, target audiences and surface actionable insights, all in one place and in real-time. Unlike working with a research agency or conducting a focus group, Attest’s is a best-in-class technology platform that is truly end-to-end. With built-in demographic breakdowns, 7 different question types, and respondents at the ready, you can test a new idea, track brand awareness, and uncover consumer trends all in one platform.

With our Pro plan you can access our audience of 100 million consumers across 46 markets, with our Growth plan you can reach consumers in the UK and US and with our Starter plan you can still make use of our powerful survey builder and analysis platform, while sending surveys to your own contacts.

With our Pro or Growth plans, customers use us for concept testing surveys, value proposition development, and a ton of new product development.

With our Starter plan, access the platform for free to set up customer feedback or employee experience surveys to get a feel for what you can do.