JTBD & Psychographic Research Frameworks
Quick reference for Jobs-to-be-Done and psychographic frameworks that inform brand strategy. This skill auto-activates during brand work to ensure audience insights inform every phase.
"95% of purchasing decisions are made in the subconscious mind." — Gerald Zaltman, Harvard
The Three Job Types
Every "job" customers hire a product for has three dimensions:
| Dimension | Question | Example |
|---|---|---|
| Functional | What task are they accomplishing? | "Watch content without ads" |
| Emotional | How do they want to FEEL? | "Feel relaxed, avoid boredom" |
| Social | How do they want to be SEEN? | "Recommend shows, feel in-the-know" |
Job Statement Format: "When [situation], I want to [motivation], so I can [outcome]."
The Four Forces of Progress (Bob Moesta)
Why customers switch (or don't):
PROMOTING FORCES
┌────────────────────────────┐
│ PUSH PULL │
│ (Struggles) (Attraction)│
├────────────────────────────┤
│ HABIT ANXIETY │
│ (Comfort) (Fear) │
└────────────────────────────┘
BLOCKING FORCESThe Formula: If Push + Pull > Anxiety + Habit, they switch.
| Force | Key Question |
|---|---|
| PUSH | "What frustrates you about your current solution?" |
| PULL | "What excites you about this alternative?" |
| ANXIETY | "What worries you about switching?" |
| HABIT | "What would you miss about your current approach?" |
Limbic Types (Hans-Georg Hausel)
Three emotional systems drive behavior:
| System | Driven By | Brand Response |
|---|---|---|
| Stimulance | Novelty, fun, exploration | Scarcity, newness |
| Dominance | Status, control, power | Exclusivity, prestige |
| Balance | Security, stability | Social proof, familiarity |
Seven Types: Traditionalist, Harmonizer, Open Connoisseur, Hedonist, Adventurer, Performer, Disciplined
VALS Segments
Segments by motivation + resources:
| Motivation | High Resources | Low Resources |
|---|---|---|
| Ideals (knowledge) | Thinkers | Believers |
| Achievement (success) | Achievers | Strivers |
| Self-Expression (variety) | Experiencers | Makers |
Plus: Innovators (any motivation, high resources) and Survivors (security-focused, low resources)
HBR Emotional Motivators
Key drivers of customer value:
- "Helps me be creative"
- "Feel revived and refreshed"
- "Sense of belonging"
- "Stand out from the crowd"
- "Feel secure"
- "Succeed in life"
- "Be the person I want to be"
Key Finding: Emotionally connected customers have 306% higher lifetime value.
Research-to-Strategy Bridge
How audience insights inform brand decisions:
| Research Finding | Informs |
|---|---|
| Primary JTBD | Brand Promise |
| Push Forces | Problem Messaging |
| Pull Forces | Benefit Messaging |
| Anxiety Forces | Trust Signals |
| Emotional Jobs | Emotional Territory |
| Social Jobs | Brand Personality |
| Core Values | Brand Values |
| Limbic Type | Visual & Tonal Direction |
When to Apply These Frameworks
During Positioning
- Use Four Forces to identify switching dynamics
- Map emotional territory based on Jobs
During Voice Development
- Match tone to Limbic profile
- Reflect audience's actual language
During Messaging
- Address Push forces in problem messaging
- Highlight Pull forces in benefits
- Counter Anxiety forces with proof
During Visual Direction
- Align aesthetic with Limbic type
- Reflect social jobs in imagery
Templates
See reference/templates.md for:
- Forces of Progress Canvas
- Job Story Template
- Psychographic Profile Summary
- Research-to-Strategy Bridge
Deep Methodology
For comprehensive JTBD interview techniques, detailed framework application, and full output structure, the brand-audience-researcher agent contains 500+ lines of expert methodology.
Key Principles
- Emotional > Functional: Emotional jobs often drive decisions more than functional ones
- All Three Dimensions: Never skip emotional and social jobs
- Capture the Forces: Understanding push/pull/anxiety/habit is essential for positioning
- Use Their Language: Capture actual words people use — gold for brand voice
- Be the Only: "Be THE ONLY, not the best." — Marty Neumeier