Resources and time

Choosing between personas and jobs to be done (JTBD) depends on resources, time, and the level of detail required.

JTBD research may be more resource-intensive and time-consuming because it involves carrying out in-depth interviews or ethnographic studies to understand customers' needs. This method demands significant investment for research, data analysis, and generating insights.

On the other hand, persona research is quicker and requires fewer resources. It can use existing data or brief surveys to get an overview of user needs and behaviors. Teams might use website analytics or demographics surveys to create personas, representing different user groups based on their requirements, goals, and habits.

If a detailed understanding of user needs and requirements is crucial, jobs to be done are suitable. But for a broader comprehension of user needs, persona research is sufficient. Both personas and JTBD are vital for comprehending user needs, and the choice hinges on the available resources, the level of detail needed, and the specific research goals.