{"id":7907,"date":"2025-04-05T21:26:33","date_gmt":"2025-04-05T19:26:33","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/jtbd-case-studies-understanding-customers-measurably-increasing-success\/"},"modified":"2026-10-10T21:43:53","modified_gmt":"2026-10-10T19:43:53","slug":"jtbd-case-studies-understanding-customers-measurably-increasing-success","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-studies-understanding-customers-measurably-increasing-success\/","title":{"rendered":"JTBD Case Studies: Understanding customers &amp; measurably increasing success"},"content":{"rendered":"\n<div id=\"oc-redesign\">\n<style>\n#oc-redesign *{box-sizing:border-box;font-family:inherit;font-size:inherit;font-weight:inherit;line-height:inherit;color:inherit;}\n#oc-redesign .fb{width:100vw;max-width:100vw;margin-left:calc(50% - 50vw);margin-right:calc(50% - 50vw);}\nbody:has(#oc-redesign) #hero-scene{display:none!important;}\nbody:has(#oc-redesign) 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a.fall{display:block;padding:24px 0}\n#oc-redesign a.fall .f-t{margin-top:8px}\n#oc-redesign a.fall blockquote{font-size:17px}}\n<\/style>\n<section class=\"navy hero t4-hero fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <div class=\"h-l voll\">\n        <h1 class=\"display lang\">JTBD Case Studies &amp; Interview Analyses <span class=\"duenn\">Understanding customers &amp; measurably increasing success<\/span><\/h1>\n        <p class=\"lead\">This is what it looks like when companies truly understand their customers: real projects and individual customer interviews, decoded with the Jobs-to-be-Done method \u2013 from B2C start-ups to mid-sized B2B companies. Pick a case and read between the lines.<\/p>\n        <div class=\"meta kick\"><p>JTBD Innovation Framework \u00b7 Real analyses<\/p><\/div>\n      <\/div>\n    <\/div>\n    <div class=\"band\" aria-hidden=\"true\"><svg viewBox=\"0 0 1342 120\" preserveAspectRatio=\"xMinYMid slice\" aria-hidden=\"true\" focusable=\"false\"><circle cx=\"6.0\" cy=\"12.0\" r=\"1.35\" fill=\"#2E5CDB\"\/><circle cx=\"20.0\" cy=\"12.0\" r=\"1.36\" fill=\"#2F5DDB\"\/><circle cx=\"34.0\" cy=\"12.0\" r=\"1.36\" fill=\"#305EDB\"\/><circle cx=\"48.0\" cy=\"12.0\" r=\"1.36\" fill=\"#3160DC\"\/><circle cx=\"62.0\" cy=\"12.0\" r=\"1.37\" fill=\"#3261DC\"\/><circle cx=\"76.0\" cy=\"12.0\" r=\"1.37\" fill=\"#3362DC\"\/><circle cx=\"90.0\" cy=\"12.0\" r=\"1.37\" fill=\"#3463DC\"\/><circle cx=\"104.0\" cy=\"12.0\" r=\"1.38\" fill=\"#3564DD\"\/><circle cx=\"118.0\" cy=\"12.0\" r=\"1.38\" fill=\"#3666DD\"\/><circle cx=\"132.0\" cy=\"12.0\" r=\"1.38\" fill=\"#3767DD\"\/><circle cx=\"146.0\" cy=\"12.0\" r=\"1.38\" 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<\/div>\n<\/section>\n\n<section class=\"abschnitt zeilen-abschnitt fb\">\n  <div class=\"wrap\">\n    <ol class=\"wz-liste\">\n      <li class=\"wz text\">\n        <span class=\"nr\" aria-hidden=\"true\">01<\/span>\n        <div class=\"wz-t breit\">\n          <h2 class=\"wz-titel\">Project studies<\/h2>\n          <div class=\"inhalt-t\"><p>Complete projects: several interviews, segments, one strategic result.<\/p><\/div>\n          <ul class=\"fall-liste\">\n<li><a class=\"fall\" href=\"https:\/\/oberwasser-consulting.de\/en\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/\"><div class=\"f-lab\">B2C \u00b7 Consumer goods<\/div><div class=\"f-t\"><h3>Mantrafant: 5\u00d7 more sales<\/h3><p>A B2C start-up increased its sales fivefold \u2013 because sustainability was not the purchase trigger but the justification.<\/p><blockquote>\u2018However beautiful the mat might be \u2013 if I don\u2019t have any grip, I won\u2019t buy it.\u2019<\/blockquote><span class=\"f-go\">View analysis \u2192<\/span><\/div><\/a><\/li>\n<li><a class=\"fall\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/\"><div class=\"f-lab\">B2B \u00b7 IT &amp; Security<\/div><div class=\"f-t\"><h3>From IT services company to cybersecurity<\/h3><p>A mid-sized company repositions itself: customers do not buy security, they buy proof that they have done their job properly and have things under control.<\/p><p>The interviews showed that what people buy is proof of trustworthiness they can show to third parties \u2013 so they can sleep easy.<\/p><span class=\"f-go\">View analysis (in German) \u2192<\/span><\/div><\/a><\/li>\n<li><a class=\"fall\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-bicycle-retail\/\"><div class=\"f-lab\">B2C \u00b7 Retail \u00b7 4 interviews<\/div><div class=\"f-t\"><h3>Bicycle retailer in lockdown: not by chance<\/h3><p>Brochure out, shop shut. Within a week, four buyer interviews showed why customers came: all three shop customers wanted to keep up without effort and chose a retailer nearby.<\/p><blockquote>\u2018Without an e-bike, no chance at all.\u2019<\/blockquote><span class=\"f-go\">View analysis \u2192<\/span><\/div><\/a><\/li>\n<li><a class=\"fall\" href=\"https:\/\/oberwasser-consulting.de\/jtbd-case-study-e-bike-kaufentscheidung\/\"><div class=\"f-lab\">Training format \u00b7 8 interviews<\/div><div class=\"f-t\"><h3>E-bike: one product, eight reasons<\/h3><p>Eight e-bike buyers interviewed one by one \u2013 eight completely different buying motives. Presented interactively, with a forces matrix and segments.<\/p><blockquote>\u2018What happened that made you buy one?\u2019<\/blockquote><span class=\"f-go\">View analysis (in German) \u2192<\/span><\/div><\/a><\/li>\n<li><a class=\"fall\" href=\"https:\/\/oberwasser-consulting.de\/jtbd-case-study-solar-sektorenkopplung\/\"><div class=\"f-lab\">Solar \u00b7 13 interviews \u00b7 4 buying jobs<\/div><div class=\"f-t\"><h3>Solar installer: four buying jobs<\/h3><p>\u2018The solar customer\u2019 does not exist: four clearly distinct buying jobs \u2013 self-sufficiency, financial return, pioneer identity, confidence in the decision. Including the bottleneck and an action plan.<\/p><blockquote>\u2018Independence. Independence first and foremost.\u2019<\/blockquote><span class=\"f-go\">View analysis (in German) \u2192<\/span><\/div><\/a><\/li>\n          <\/ul>\n        <\/div>\n      <\/li>\n      <li class=\"wz text\">\n        <span class=\"nr\" aria-hidden=\"true\">02<\/span>\n        <div class=\"wz-t breit\">\n          <h2 class=\"wz-titel\">Single-interview analyses<\/h2>\n          <div class=\"inhalt-t\"><p>One conversation, fully decoded: timeline, forces, tipping points \u2013 interactive.<\/p><\/div>\n          <ul class=\"fall-liste\">\n<li><a class=\"fall iv\" href=\"https:\/\/oberwasser-consulting.de\/jobs-to-be-done-interview-zum-schreibtischkauf\/\"><div class=\"f-lab\">B2C \u00b7 Single interview<\/div><div class=\"f-t\"><h3>Buying a desk (Andreas)<\/h3><p>Why a sleeping baby sells the desk \u2013 a buying motive you won\u2019t find on any product page.<\/p><span class=\"f-go\">View analysis (in German) \u2192<\/span><\/div><\/a><\/li>\n<li><a class=\"fall iv\" href=\"https:\/\/oberwasser-consulting.de\/jtbd-interview-bialetti-espressokanne\/\"><div class=\"f-lab\">B2C \u00b7 Single interview<\/div><div class=\"f-t\"><h3>Moka pot (Marina)<\/h3><p>Why a \u20ac7 spare part takes two years \u2013 for reasons that have almost nothing to do with coffee.<\/p><span class=\"f-go\">View analysis (in German) \u2192<\/span><\/div><\/a><\/li>\n<li><a class=\"fall iv\" href=\"https:\/\/oberwasser-consulting.de\/jtbd-interview-b2b-managed-security\/\"><div class=\"f-lab\">B2B \u00b7 Single interview<\/div><div class=\"f-t\"><h3>Buying security (B2B)<\/h3><p>Why a firewall is not enough \u2013 and a small team buys security as a service rather than as a new hire.<\/p><span class=\"f-go\">View analysis (in German) \u2192<\/span><\/div><\/a><\/li>\n          <\/ul>\n        <\/div>\n      <\/li>\n      <li class=\"wz text\">\n        <span class=\"nr\" aria-hidden=\"true\">03<\/span>\n        <div class=\"wz-t breit\">\n          <h2 class=\"wz-titel\">Why case studies using the JTBD method?<\/h2>\n          <div class=\"inhalt-t\"><p>The Jobs-to-be-Done method is not a theoretical model but a practical framework that makes companies measurably more successful \u2013 in marketing, sales, product development and strategy. These examples show what happens when you stop asking <em>how many people buy<\/em> and start understanding <em>why<\/em>:<\/p>\n<ul class=\"einfach\"><li>a B2C start-up with a small budget that sold 5\u00d7 more,<\/li><li>a mid-sized IT company that repositioned its business model,<\/li><li>B2B buyers with a long decision-making chain and a board \u2013 and personal buying decisions that nobody would have answered that way in a questionnaire.<\/li><\/ul>\n<p><strong>The common thread across B2B and B2C:<\/strong> Customers buy progress, not a product. The real reasons for buying are never on the packaging \u2013 and no conventional questionnaire will find them.<\/p><\/div>\n        <\/div>\n      <\/li>\n    <\/ol>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt faq-abschnitt fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <div class=\"fq-l\"><h2 class=\"wz-h2 wp-block-heading\">Frequently asked questions about JTBD in practice<\/h2><\/div>\n      <div class=\"fq-r\">\n<div class=\"fremdblock\">\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1787954100007-0c23ab07\"><strong class=\"schema-faq-question\">Does Jobs to be Done work in practice?<\/strong> <p class=\"schema-faq-answer\">Yes \u2013 the analyses on this page show it using real projects: a yoga mat start-up increased its sales fivefold, an IT services company repositioned itself as a cybersecurity provider, and a solar installer found four clearly distinct buying jobs instead of \u2018the solar customer\u2019. Peter Rochel has been applying JTBD since 2006 \u2013 since 2014 under the Oberwasser Consulting name \u2013 in more than 700 client projects.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1787954100008-0c23ab08\"><strong class=\"schema-faq-question\">What real-world examples of Jobs to be Done are there?<\/strong> <p class=\"schema-faq-answer\">On this page: five project studies (yoga mats\/B2C, cybersecurity\/B2B, bicycle retail in lockdown, e-bike purchase decisions, solar with four buying jobs) and three fully decoded single interviews (buying a desk, moka pot, buying B2B security) \u2013 each with timeline, forces and tipping points.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1787954100009-0c23ab09\"><strong class=\"schema-faq-question\">What does a JTBD case study show that conventional customer references do not?<\/strong> <p class=\"schema-faq-answer\">The reason for buying. Conventional customer references show results and logos; a JTBD analysis shows what went on in the customer\u2019s mind \u2013 which forces moved them to buy or held them back, and which moment tipped the decision.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1787954100010-0c23ab10\"><strong class=\"schema-faq-question\">Does Jobs to be Done also work in B2B?<\/strong> <p class=\"schema-faq-answer\">Yes. Two of the cases on this page are B2B: the repositioning of an IT services company (customers buy trust and visibility, not \u2018security\u2019) and a single interview on buying security as a service. In B2B, too, people make the decisions \u2013 driven by the same forces as in B2C.<\/p> <\/div><\/div>\n\n\n\n<\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<section class=\"navy schluss t4-schluss fb\">\n  <div class=\"wrap\">\n    <h2 class=\"aussage\">Most companies measure the wrong thing \u2013 with great dedication.<\/h2><p class=\"exp\">Conventional marketing specialises in measuring the wrong things \u2013 clicks, reach, target audiences. Jobs to be Done measures why people really buy. And in doing so, it turns everything that follows \u2013 product development, marketing, sales \u2013 the right way up. In just a few days, you\u2019ll have this compass for your own business.<\/p><div class=\"cta\"><a class=\"knopf\" href=\"https:\/\/cal.com\/peterrochel\/intro-call-with-peter-rochel-jtbd-project\">Book an intro call<\/a><\/div><p class=\"exp weiter\"><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">How a Customer Insights Sprint works \u2192<\/a><\/p><p class=\"klein\">We only take on a few Sprints per quarter.<\/p>\n  <\/div>\n<\/section>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>JTBD Case Studies &amp; Interview Analyses Understanding customers &amp; measurably increasing success This is what it looks like when companies truly understand their customers: real projects and individual customer interviews, decoded with the Jobs-to-be-Done method \u2013 from B2C start-ups to mid-sized B2B companies. Pick a case and read between the lines. JTBD Innovation Framework \u00b7 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":9517,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"JTBD case studies for B2B and B2C: Find out how companies use Jobs-to-be-Done to decode their customer needs and measurably improve success.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-title":"","_yoast_wpseo_opengraph-description":"","_yoast_wpseo_opengraph-image":"","_yoast_wpseo_opengraph-image-id":"","_yoast_wpseo_twitter-title":"","_yoast_wpseo_twitter-description":"","footnotes":""},"class_list":["post-7907","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>JTBD Case Studies: Understanding customers &amp; 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