Research objectives

Research objectives can help you decide whether to use personas or jobs to be done (JTBD) in a project. They will guide what kind of data is needed, how it will be collected, and what insights should be derived from it. Here are a few examples:

• Understanding customer needs: If the goal is to understand customer motivations, JTBD is the best fit. This method focuses on the tasks customers want to perform and their conditions, providing insights into their motivations and unmet needs.
• Crafting marketing campaigns: For targeted marketing efforts, personas are ideal. These provide key characteristics of your audience, allowing you to tailor your campaigns to specific groups.
• Guiding product development: If the goal is to guide product design, a mix of personas and JTBD works best. While personas highlight your audience's characteristics, JTBD sheds light on their tasks. This combination informs effective product development.