Transformational innovation with jobs-to-be-done and behavioral science

Room 2 | 1:15 pm - 1:45 pm | Wednesday, February 22, 2023

The typical mindset guiding product innovation is to build a better mousetrap. This mindset is based on the assumption that a better product will beat the competition. While tangible product attributes should not be neglected, it’s important to recognize that successful innovations also address symbolic and emotional dimensions that feed into the consumer identity. Put simply, people buy things for what they do but also for what they mean. In this presentation we’ll explore how a behavioral science approach to jobs-to-be-done innovation can transform business outcomes.

Key takeaways:

  1. Who do people aspire to be? What are their life themes and values?
  2. Which emotional command systems dominate in the consumption context?
  3. What barriers do currently exist to achieve the aspirational identity in the particular context?

Consumers Methodologies Presentation by Supplier


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