Exploring Consumer Motivations through Jobs-to-be-Done
Create brand experiences that resonate at the deepest levels.
Dig into the complex psychology behind consumer choices using Jobs-to-be-Done.
What: The Why Behind the Buy Webinar
Where: Zoom
When: Thursday, March 27th 12:00 – 1:00 p.m.
Pricing: FREE for members and $5 for nonmembers
Jobs-to-be-Done (JTBD) is a theory of progress. People “hire” products and services in order to reach desired outcomes and make progress in their lives. When we understand what progress they are trying to make, and the desired outcomes they are trying to achieve, we will understand their job-to-be-done.
We’ve called in Cast & Hue’s Steve Koch and Jonathan Pathuis to dive into the JTBD framework and share practical examples from organizations that have used JTBD to create impactful marketing and experience strategies.
In this webinar, Steve and Jonathan will cover:
- How Jobs-to-be-Done helps you understand why consumers choose one brand over another
- The impact of emotion on decision-making, and how you can utilize it
- How Jobs-to-be-Done can be scaled through segmentation
- How you can leverage Jobs-to-be-Done in your organization
By understanding the needs and motivations behind consumer decisions, you can create differentiated experiences and messaging strategies that meet those needs better than competitors, driving acquisition and loyalty.
About the Speakers
After spending the first half of his career in marketing and advertising, Steve evolved to focus on understanding the needs, motivations, and decision-making drivers of people in order to design more effective customer and employee experiences. Today, he is privileged to be part of the team at Cast & Hue as they utilize human-centered design to empower brands to differentiate in competitive markets. Steve has mapped journeys and designed new experiences with many clients, including PF Changs, OhioHealth, Arizona Department of Economic Security, Aetna, Metagenics, Everside, Avnet, and Phoenix Children’s.
Jonathan started his career in digital marketing, but over time, he realized a lot of brands didn’t have truly differentiated experiences that reflected their marketing and messaging. Around that time he started facilitating workshops with Cast & Hue and hasn’t looked back. He now enjoys designing authentic brand experiences through intentional listening and wild creative sessions. He is inspired by Jobs-to-be-Done theory, Systems Thinking, Design Thinking, Strategic Foresight, and Behavioral Psychology. All of these methods help him better understand human interaction, decision-making, and the deeper needs that drive our actions. Some of his clients have included OhioHealth, Arkansas Children’s Hospital, PF Changs, Aetna, Arizona Department of Economic Security, and Phoenix Children’s Hospital.
Cast & Hue is a human-centered design collective that empowers brands to differentiate in competitive markets by uncovering the key decision-making moments in customer, patient, and employee journeys that fuel the design of impactful experiences.
We operate at the intersection of design and behavioral science, focusing on the journeys people take with organizations and why they make decisions. Harnessing the power of empathy, we uncover insights around the functional, emotional, and social needs that motivate human behaviors and shape perceptions.
Utilizing the defining moments and key insights of customer, patient, or employee journeys, we co- design experiences that meet and exceed expectations while driving tangible business results.
