Understanding why customers choose a product or service is one of the most powerful insights a company can have. Traditional market research often focuses on demographics, preferences, or surface-level behavior. But these categories don’t always explain the real motivations behind purchase decisions. The Jobs to Be Done (JTBD) theory goes deeper, uncovering the hidden reasons why customers “hire” a product to solve a specific problem in their lives.
For businesses exploring opportunities in Sweden, JTBD offers a structured way to understand consumer needs beyond simple surveys or sales figures. By identifying the underlying “job” customers want completed, companies can design, position, and refine their products more effectively.
1. What is “Jobs to Be Done” Theory?
The JTBD framework shifts the focus from who the customer is to why they make a purchase. Instead of assuming that age, income, or lifestyle alone determines decisions, JTBD asks: “What job is the customer hiring this product to do?”
- Customers don’t just buy drills—they hire them to make holes.
- They don’t just buy coffee—they hire it to give them energy, warmth, or a social moment.
- They don’t just buy software—they hire it to save time, reduce errors, or create efficiency.
This way of thinking helps uncover the true demand drivers in any market, including Sweden.
2. Why JTBD Matters for Swedish Market Research
Sweden is known for consumers who are discerning, sustainability-focused, and digitally advanced. Traditional demographic research may not reveal enough detail about their behavior. JTBD helps businesses cut through the noise and identify unmet needs.
- Innovation-driven market: Swedish consumers often seek efficiency and convenience, making JTBD insights especially useful for tech, digital, and sustainable solutions.
- Sustainability as a job: Many Swedes “hire” products to fulfill values such as reducing environmental impact or supporting ethical brands.
- Cultural fit: JTBD helps explain why some global brands succeed in Sweden while others fail despite having competitive products.
3. How to Apply JTBD in Market Research
Conducting JTBD-based research requires a different approach than standard surveys. It emphasizes qualitative data and customer narratives.
Steps to apply JTBD:
- Interview customers: Ask about the situation leading up to their purchase, not just the purchase itself.
- Identify struggles: What frustration, goal, or unmet need drove them to seek a solution?
- Map competing solutions: Understand not only direct competitors but also alternatives customers might use.
- Define the job clearly: Phrase it in terms of the progress customers seek to make (e.g., “Help me manage my time efficiently during a busy workday”).
4. Examples of JTBD in the Swedish Context
Consider how companies can frame Swedish consumer needs as jobs:
- Food delivery services: Customers may be hiring the service to “save time after work” or “have healthier meals without cooking.”
- Electric vehicles: Beyond transportation, they may be hired to “demonstrate environmental responsibility” or “reduce fuel costs.”
- Streaming platforms: They might be hired to “offer family-friendly entertainment” or “provide original content for cultural identity.”
Each example reveals a deeper purpose behind the transaction, guiding companies in how to market and adapt their offerings for Sweden.
5. Turning JTBD Insights into Strategy
Insights from JTBD should directly influence product development and positioning strategies in Sweden.
- Use jobs-based insights to refine product features or packaging.
- Align marketing campaigns with the emotional or functional job the product fulfills.
- Differentiate your brand by solving jobs competitors have overlooked.
- Develop new services around unmet jobs, strengthening customer loyalty.
When integrated into a broader market entry strategy, JTBD ensures that decisions are based on real consumer drivers rather than assumptions.
From Customer Jobs to Market Success
The Swedish market rewards companies that take the time to understand real customer needs. By applying the Jobs to Be Done theory, businesses can uncover hidden motivations, adapt their offerings, and create strategies that resonate deeply with Swedish consumers. Rather than guessing what the market wants, JTBD provides a structured method to deliver meaningful solutions—and a strong foundation for sustainable growth.
Want to incorporate JTBD into your Swedish market research? CE Sweden can design and execute research projects that reveal the real jobs your customers are looking to get done.
