Study the Consumer Job-to-be-Done to Spark Product Innovation

Written by Theresa Hare, Senior Director R&D, Procter & Gamble

NORTHAMPTON, MA / ACCESSWIRE / March 19, 2024 / P&G

Foto: Accesswire

While companies work to reduce their environmental impacts, they also should design their products to help solve consumers' challenges in a more sustainable way.

A consumer challenge can be defined as a "job-to-be-done", which is simply a problems people are trying to solve. From this perspective, products aren't just things people buy, but also something they "hire" to solve their problem.

This is important because there is a great opportunity to reduce the environmental impact of a product's use phases. This is even more critical when such products require water and energy, like showering, doing laundry, or washing dishes. While it's critical that companies continue to reduce their own operational and supply chain footprints, products also have an important role to play in the creation of sustainable habits at home. Consumer insights shed light into how brand influence and product innovation can inspire new behaviors.

By developing products that perform well and are better for people and the planet, this helps the consumer complete their job more easily, and helps to reduce the corresponding environmental impact. Developing a solution that can deliver performance for people and planet requires a deep understanding of how a person uses a given product and their surrounding environment.

The following outlines how Procter and Gamble (P&G) applies consumer insights to reduce the environmental impact of dishwashing using a three-principal approach. First, P&G studies how people use the product through understanding their surrounding environment; second, develops a deeper understanding of why certain behaviors exist; and finally, leverages the insights in the product design.

1. Zoom out to understand the full picture of the environment the consumer is in.

As P&G creates both dish soap and dishwasher detergent, we study handwashing and auto-washing habits. It's important to put ourselves in the shoes of consumers to understand what's happening in the kitchen and why so that we can define the job to be done and problem to be solved. That information, powered by additional consumer insights, informs the product requirements for our innovation.

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