"Jobs to be Done" Insights Philosophy: Making Innovation More Predictable & Profitable

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Description

Innovation is a top priority for consumer healthcare organizations, and yet despite businesses knowing more about their customers than ever before, innovation continues to be painfully hit and miss, often falling far short of ambitions.

We invite you to join a CHPA Academy webinar from Cambridge Design Partnership, to explore more about “Jobs To Be Done”: An insights philosophy that can be used to observe and understand markets, customer needs, competitors, and customer segments differently, and by doing so, making innovation far more predictable and profitable.

About “Jobs To Be Done”: The JTBD philosophy is grounded on the understanding that people 'hire' products to enable them to get a job (or jobs done). By discovering the jobs people are struggling to get done, new innovation opportunities are identified. JTBD allows for an inherently solution-agnostic approach to insights capture for innovation through a job-based frame of the problem. Instead of focusing on existing products and services; instantly time-stamping and limiting insight, JTBD defines time-stable innovation measures of unmet need and unshackles teams from existing technologies and platforms when considering how to address that valuable, newly uncovered opportunity.

Webinar Objectives

An introduction to the "Jobs To Be Done" Insights philosophy
How "Jobs To Be Done" can influence decision making within an organization to help identify and develop breakthrough innovation

Contributors

Nicki Sutton BSc, MSc, CMRS

Nicki is a seasoned professional in the field of insights research and strategy, with a passion for uncovering actionable intelligence that drives business and innovation success. With over 20 years of experience in this field, Nicki’s expertise lies in harnessing the power of user and wider stakeholder insight to inform decision-making, and the results of her insights work have played a pivotal role in shaping product development, marketing and communications campaigns, and overall business strategies. Prior to taking up a role at Cambridge Design Partnership, Nicki worked with Strategyn; pioneers of Jobs to Be Done thinking. She has been applying this robust and proven innovation perspective to solving innovation challenges for 16 years; empowering organizations across consumer, healthcare, and consumer healthcare markets to stay competitive and agile in today's ever-evolving business landscape. She holds master’s degrees in strategic marketing and biomedical engineering, and a bachelor’s degree in physics.

Thank you

Description

Contributors

Nicki Sutton BSc, MSc, CMRS