CX Strategic Knowledge · CX Methods
Jtbd ≠ escape from research
JTBD does not replace research. Research avoidance often hides behind the word agility.
Some Jobs-to-be-Done advocates claim research is optional. It isn't. JTBD and task analysis both depend on qualitative research; they produce different but complementary artifacts. Skipping the research removes the evidence both methods run on.
JTBD gets sold as a shortcut around research. That claim is explicitly wrong. Jobs-to-be-Done and task analysis both rely on qualitative research with real customers. They differ in the artifacts they produce, and those artifacts complement each other rather than compete.
Research avoidance is often disguised as agility.
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