Hands on Development of JTBD Linguistic Prototypes Validated as Stimuli for Market Quant Testing
Doug Stone | PDMA Inspire Innovation Conference • November 15, 2022
Learn a critical early stage innovation methodology and help the PDMA better understand the Jobs to be Done that members hire/fire associations for in a post pandemic world. In this workshop you will be provided the tools and training to synthesize qualitative research into Jobs to be Done linguistic prototypes. Beginning with extracting and categorizing consumer observations, you will learn the 3 part (Action, Reason, Tension) prototype format along with the common mistakes and issues to avoid. We will be using the PDMA as the client to best illustrate from your own experience the importance of editing the JTBD statements to reflect the hire/fire moments. The workshop output will be sent out in a survey to members to inform the association on the most valuable and brand aligned JTBD to solve. Workshop attendees will receive Qual to Quant categorization methodology, JTBD Statement quality checker, the basic quant survey instrument and scoring system, not to mention the gratitude of the PDMA for helping in a critical step in adapting to a post pandemic marketplace.