Careful
Disruption
Recognising real customer needs. Gain clarity. Enable progress. Talk to us - and find out what your customers really want.
Get in touch with usThis post is also available in: Deutsch (German)
Why do so many products fail on the market? In most cases, there is no clear understanding of actual customer needs. This case study by Mantrafant shows how things can be done differently. By consistently applying the Jobs to Be Done (JTBD) method in collaboration with Oberwasser Consulting and UTXO Solutions, the company was able to increase its sales figures fivefold – with 60% lower marketing costs.’
Mantrafant produces sustainable, high-quality yoga mats. Despite enthusiastic customer reviews, the company stagnated. Marketing campaigns had no effect, sales stagnated and growth failed to materialise. The Mantrafant team realised: Something was missing – but what exactly?
Mantrafant originally believed that sustainability was the most important reason for its customers to buy. However, intensive marketing activities centred on ecological benefits hardly resulted in any sales. The team suspected that the customers’ true buying motives lay deeper.’
Together with Oberwasser Consulting and UTXO Solutions, Mantrafant began with structured JTBD interviews. These revealed some surprising findings: Not sustainability, but comfort, hygiene and safety were decisive purchasing motives. Customers wanted yoga mats that were, above all, comfortable and hygienic so that they could exercise without worrying.
Based on the JTBD findings, Mantrafant’s entire communication was changed: New advertising messages focussed on hygiene, comfort and an improved yoga experience. Product images and landing pages were optimised with the customer in mind. The effect was immediately noticeable.
Impulse magazine has also reported in detail on Mantrafant’s success with the JTBD method. Read the full article here.
‘JTBD proved to be the key to sustainable growth and high customer satisfaction.’
Would you like to understand real customer needs like Mantrafant and grow your business sustainably? Oberwasser Consulting and UTXO Solutions support you with proven JTBD workshops and customised advice to help you understand the buying motives of your target group in depth and use them in a targeted manner
– Why do many products fail despite good marketing?
In most cases, there is no clear understanding of actual customer needs – see the Mantrafant case study.
– How long does it take for JTBD to deliver results?
Bei Mantrafant wurden erste Ergebnisse bereits nach wenigen Wochen sichtbar.
– What are typical results of JTBD analyses?
Companies increase their sales, reduce marketing costs and improve customer loyalty.
8. October 2023
Discover the channel phase model developed by Peter Rochel to get the most out of your jobs-to-be-done research and optimally align your product or business model with customer needs.
[...]
Read post3. October 2023
Innovation Strategies for Competitive Advantage: JTBD Workshop
At a time when companies need to constantly reinvent themselves to remain competitive, Oberwasser Consulting and UTXO Solutions jointly launch their latest live online workshop: “Mastering Jobs To Be Done (JTBD) Innovation Framework”.
This training is aimed at decision-makers, product managers, developers and other specialists in product development. It offers efficient methods and frameworks for all those who want to secure their company’s innovative edge. For the first time since 2020, Oberwasser Consulting’s complete JTBD Innovation Framework is again available in a format accessible to all and not just as an exclusive in-house offering
[...]
Read postAre you looking for an effective method for customer research and innovation management? Then the Wheel of Progress® is just right for you. In our latest podcast episode, Katharina Weigert and Peter Rochel talk about the versatile applications of this revolutionary framework.
[...]
Read post30. September 2023
Innovation & Strategic Development: A Comprehensive Guide to Corporate Success -Delve into the myriad facets of innovation and strategic development, exploring their indispensable roles in achieving sustainable corporate success. Gain insights from the experts at Oberwasser Consulting and learn how to integrate innovative strategies to stay ahead in today’s dynamic market.
[...]
Read post25. March 2023
The Jobs-to-Be-Done (JTBD) method is a powerful tool to drive innovation and transformation in organisations. A crucial success factor for JTBD projects is well-conducted interviews with the right candidates. In this article we will give you tips and tricks on how to find the right interview candidates for your JTBD interviews and how to prepare them optimally.
[...]
Read post3. March 2023
In the contemporary economic landscape, a fierce competition prevails, and it has become imperative for businesses to continuously enhance their offerings, be it products, services or even their business models, to stay relevant and competitive. To create a prosperous product or service, it’s crucial to comprehend the demands and prerequisites of our patrons. Achieving a deep understanding of our customers’ needs will allow us to cater to their requirements effectively and build long-lasting relationships with them. By taking the time to study their wants and pain points, we can develop solutions that are not only efficient but also exceed their expectations. Ultimately, this approach can lead to increased customer satisfaction, loyalty, and business growth. A proficient approach to fulfilling these necessities is by implementing the Jobs-to-be-Done (JTBD) methodology. This piece of writing aims to elucidate the concept of the JTBD methodology and provide guidance on its effective implementation.
[...]
Read post26. June 2022
In this JTBD podcast shot, Peter Rochel explains how you can safely get the best participants for your JTBD interviews in 3 steps. He shows what exactly needs to be considered and reveals valuable tips and tricks that will save you time, nerves and money – regardless of whether you want to recruit the guests yourself or hire an agency to do it for you.
[...]
Read post26. May 2021
Podcast Short Episode (German language)- What is a Job to Be Done? Peter Rochel explains in 4 minutes what a JTBD is, how to describe it, which elements belong to it and why you need it.
[...]
Read post15. June 2020
This post is also available in: Deutsch (German)Great idea! (we don’t do either) Wheel of Progress, Jobs to Be Done, agile working, Design Thinking , Business Model Canvas and, and and… are certainly all ingenious methods and excellent tools. In practice, the rapid and secure introduction of tools and methods is particularly difficult. Often good […]
[...]
Read postThis post is also available in: Deutsch (German)Validity of facts without alternatives How do you prove qualitative results? Those who have identified the Jobs to Be Done, be it to improve products or even to initiate a new direction for the company, must be absolutely certain. A typical challenge of qualitative market research and with […]
[...]
Read postThis post is also available in: Deutsch (German)Is demystification and a simpler picture coming from the JTBD? Eckhart Böhme and Peter Rochel report on the latest developments and a new JTBD model that they are currently developing. The two have developed a new model that integrates the existing models. It should also be both a […]
[...]
Read postIs this disruptive, market-creating, or irrelevant? How do customers see your next feature, product, or marketing idea? Next big thing or irrelevant, that’s the question that will be the issue at our next Meetup in Cologne.
[...]
Read postThis post is also available in: Deutsch (German)On 08.01.2020 we continue, this time as a guest at wework. In this meetup we first refresh the JTBD basics. Then we deal with the Jobs to Be Done evaluation canvas “Wheel of Progress®”. Alexander Moths and Peter Rochel play through the application with you using a real […]
[...]
Read postThis post is also available in: Deutsch (German)No customer job = No innovation In this podcast episode, Peter Rochel talks to Bob Moesta, one of the main architects of Jobs to Be Done Theory. In addition to some JTBD history, it is about the real world practice in the development of sustaining-, efficiency-, or market-creating […]
[...]
Read post