Why you need to measure customers’ JTBD
Why you need Qualitative interviews & Quantitative measurements plus a map of the complete idea space for successful JTBD.
“What if the unmet needs are so clear that you can match them to R&D pipeline?”
Great question and I love that you’re testing assumptions and generalizations that’s an important part of solving seemingly unsolvable problems.
The answer in one word strategy.
Product or business?
What is your goal? Are you trying to create a one-time flash-in-the-pan product or a profitable sustainable business? There’s nothing wrong with a one-off product for short-term needs. As a business strategy that tends to be much more risky and cost more than growing a product into a family of related products and services.
If the unmet needs are so clear how are you going to deal with competition? This is another point about risk and profitability.
Which of the needs are most important?
Which of the needs are most profitable?
Will the product properly satisfy?
What level of each benefit do customers require to satisfy each unmet need? If you deliver something that’s too low they won’t buy. If you deliver something that’s too high they also might not be because the product is too expensive. Either way you miss customers and lose money you could have otherwise had.
Time to deliver
How long to get it through the pipeline? Waiting until customers are screaming for a product makes it difficult to get the most value from that market. It also introduces tremendous risk. Someone else might satisfy it before you do including customers. Short deadlines cause stress on developers & breeds low quality products.
Too little too late
If you’re targeting a short-term product then the amount of the market you can reach might not have enough value to give you a good return on investment. And even this would benefit from quantitative measurements.
Those are only a some of the reasons you need Qualitative interviews & Quantitative measurements plus a map of the complete idea space for successful JTBD. You can only do that with Predictive Innovation.