Quantitative Pain & Gains Exploration
What is it?
This quantitative consumer study is a specialized research approach that focuses on understanding the 'Job to be Done' (JTBD) and the 'pains' and 'gains' experienced by consumers.
By thoroughly examining the tasks customers are trying to accomplish, as well as the challenges and benefits they encounter in the process, this study provides valuable insights into consumer behavior and decision-making.
Why is it important?
By uncovering customers' pain points and unmet needs, the study highlights potential opportunities for innovation and improvement, driving growth and competitiveness. It allows to design better products and services that cater to these needs, resulting in an improved overall user experience. And it helps craft more targeted and relevant marketing messages, which resonate better with your audience and drive higher engagement.
When should you use it ?
The JTBD, pains, and gains should play a central part throughout every step in the innovation process and this study is at least conducted at the beginning of an innovation process.
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