New England Product Group Blog

Are you struggling to align your product with customer needs? Do you find it challenging to uncover the true motivations behind customer behavior? The Jobs To Be Done (JTBD) framework could be the game-changer you seek. But beware of the pitfalls that can hinder its effectiveness, especially confirmation bias.

In product management, the Jobs To Be Done framework stands out as a powerful tool for understanding customer needs and designing solutions that truly resonate. However, like any tool, its effectiveness hinges on how you wield it.

An Example to Illustrate

Imagine this: Your team is on a mission to develop a groundbreaking app to revolutionize how people manage their daily tasks. Excitement is high as you dive into customer interviews armed with the JTBD framework. But there's a catch – if you're not careful, confirmation bias could lead you astray. 

Confirmation bias is the tendency to interpret information in a way that confirms one's preconceptions. It can subtly seep into the JTBD process if we're not vigilant. It is one of the pitfalls to avoid when using the JTBD framework. Confirmation bias can sneak into your process, causing you to overlook critical insights and potential opportunities. Instead of truly understanding what drives your customers, you might find yourself cherry-picking data that aligns with your preconceptions, inadvertently limiting the potential of your product.

Here's how confirmation bias can happen and what we can do to mitigate its impact.

When interviewing customers or analyzing data through the JTBD lens, it's natural to look for patterns that align with our initial hypotheses or assumptions about the job customers are hiring our product to do. This confirmation bias can lead us to ask leading questions, seek out data that supports our ideas, and overlook contradictory evidence.

Continuing with the example of a team developing a task management app based on the JTBD framework. They might start with the assumption that customers hire their app to help them manage their daily to-dos more efficiently. During interviews, they might focus on questions that validate this assumption, such as "How do you prioritize your tasks?" or "What features do you find most helpful for staying organized?"

However, this approach could overlook important jobs customers want to accomplish, such as collaboration with colleagues, managing long-term projects, or simply reducing stress. By filtering information through the lens of their initial assumption, the team might miss out on valuable insights that could lead to a more holistic and impactful product.

Avoiding Confirmation Bias in JTDB

So, how can we avoid this pitfall?

First and foremost, we must approach the JTBD framework with an open mind. View each customer interaction as an opportunity to uncover a new perspective or unmet need. Rather than seeking validation for our ideas, we should aim to uncover the underlying motivations and goals that drive customer behavior. This means asking open-ended questions, actively listening to customers' stories, and being willing to challenge our assumptions. That is how you will understand the job your customers are hiring your product to do.

Second, we should actively seek out contradictory evidence. Instead of ignoring information that doesn't align with our hypotheses, we should embrace it as an opportunity to refine our understanding and uncover new insights. Don't shy away from data or feedback that challenges your assumptions. Instead, see it as a chance to refine your understanding and uncover hidden opportunities. This might involve conducting additional interviews, analyzing different data sources, or experimenting with new product ideas.

Lastly, leverage diverse perspectives. Involve team members with different backgrounds and experiences in the JTBD process. By including team members with different viewpoints, we can reduce the risk of groupthink and ensure consideration of a wide range of possibilities. This diversity will help you see the job from multiple angles and generate innovative solutions that resonate with your customers.

While the Jobs To Be Done framework can be a powerful tool for product managers, it's essential to be mindful of the pitfalls, such as confirmation bias. By approaching the JTBD process with humility, curiosity, and a willingness to challenge our assumptions, we can unlock deeper insights and create products that meet customer needs.