About this workshop
Many innovative products or new feature ideas fail despite initially catching consumers' attention. They may provide too little value, be perceived as difficult to use, or come with a price tag customers aren't willing to accept.
In their pursuit of success, product and marketing teams often focus solely on improving user experience, assuming it guarantees adoption. However, they frequently overlook critical factors such as price perception and adoption costs—elements that strongly influence a consumer’s decision to switch.
This hands-on workshop aims to enhance participants' toolkit by introducing a holistic approach to understanding human decision-making when shopping, going beyond mere comparisons of feature sets and usability. Based on an evolved version of Jobs to be Done theory—refined through innovation projects with companies like Netgear, Miro, and Candis—this workshop empowers participants (and their stakeholders) to determine consumers' "Willingness to Hire" a new product and make informed decisions about launching, iterating, or abandoning ideas.
Understand the fundamentals of an advanced Jobs to be Done theory, including its mental and data models that reveal why consumers choose—or don't choose—products.
Learn to apply the Simulated Selection method to identify and mitigate risks associated with new products or features before development and launch.
Empower your team and stakeholders to make informed decisions about building, refining, or abandoning product ideas based on market data and insights into the 'Hiring Process' and shopping behaviours of consumers.
