The “Jobs to be Done” of Consumer Banking Are Changing—Fast

The “Jobs to be Done” market research methodology has been gaining popularity amongst product and service companies of all types. Its aim is to go beyond the process of crafting traditional personas to uncover the real motivations and barriers customers hold when it comes to buying and using a product and instead focuses on the actual tasks that people hire products and services to fulfill. The idea, then, is that companies that better understand the jobs their customers need to fulfill can build the right products “for hire.”

Read our perspective of “Jobs to be Done” as told through the lens of the rapidly changing consumer banking industry in the Philadelphia Business Journal.

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