By: narrative therapy — adapted from the realm of psychology, where it is used to view people separately from their problems — to ensure that it has sufficient early-stage learnings about its customer base before it gets into the research about the specific challenges it’s trying to solve. As Chris Wardlaw, a Senior Manager on the Insights team described it, 7-Eleven needed to understand why people visited its stores, how they perceived them, and what their overall context was for making decisions before it tried to get customers to buy into a new delivery solution. If they had no need for the hot dogs, they weren’t going to get the hot dogs delivered.
Jobs to be Done: A Roadmap for Customer-Centered Innovation.
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NEW MARKETS ADVISORS