Unlocking Consumer Demand with Jobs-to-Be-Done

Discover how Lux Research harnesses predictive anthropology and large-scale consumer review analysis to reveal the real reasons people choose, abandon, or switch products. In this session, we’ll unpack how our Jobs-to-Be-Done (JTBD) methodology reveals the functional and emotional goals consumers seek — and the frustrations they encounter with current solutions. You’ll see how analyzing product reviews at scale enables us to detect unmet needs, hiring and firing behaviors, and product-switching patterns that traditional research often misses. We will look at examples that are relevant across industries, including wellness and technology, to show how an anthropological approach to JTBD can help identify white space and innovation opportunities.  

Whether you’re in R&D, brand, marketing, or insights, you’ll gain practical ways to apply JTBD insights: focus innovation on high-value unmet needs, position products as solutions to real-world jobs, and craft messaging that resonates with consumers’ true motivations. Walk away with a proven framework for identifying growth opportunities and ensuring new solutions are built, positioned, and communicated around what matters most to consumers.