jtbd-psychographic-research

# JTBD & Psychographic Research Frameworks

Quick reference for Jobs-to-be-Done and psychographic frameworks that inform brand strategy. This skill auto-activates during brand work to ensure audience insights inform every phase.

> "95% of purchasing decisions are made in the subconscious mind." — Gerald Zaltman, Harvard

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## The Three Job Types

Every "job" customers hire a product for has three dimensions:

| Dimension | Question | Example |
|-----------|----------|---------|
| **Functional** | What task are they accomplishing? | "Watch content without ads" |
| **Emotional** | How do they want to FEEL? | "Feel relaxed, avoid boredom" |
| **Social** | How do they want to be SEEN? | "Recommend shows, feel in-the-know" |

**Job Statement Format**: "When [situation], I want to [motivation], so I can [outcome]."

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## The Four Forces of Progress (Bob Moesta)

Why customers switch (or don't):

```
        PROMOTING FORCES
   ┌────────────────────────────┐
   │   PUSH          PULL       │
   │   (Struggles)   (Attraction)│
   ├────────────────────────────┤
   │   HABIT         ANXIETY    │
   │   (Comfort)     (Fear)     │
   └────────────────────────────┘
        BLOCKING FORCES
```

**The Formula**: If `Push + Pull > Anxiety + Habit`, they switch.

| Force | Key Question |
|-------|-------------|
| **PUSH** | "What frustrates you about your current solution?" |
| **PULL** | "What excites you about this alternative?" |
| **ANXIETY** | "What worries you about switching?" |
| **HABIT** | "What would you miss about your current approach?" |

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## Limbic Types (Hans-Georg Hausel)

Three emotional systems drive behavior:

| System | Driven By | Brand Response |
|--------|-----------|----------------|
| **Stimulance** | Novelty, fun, exploration | Scarcity, newness |
| **Dominance** | Status, control, power | Exclusivity, prestige |
| **Balance** | Security, stability | Social proof, familiarity |

**Seven Types**: Traditionalist, Harmonizer, Open Connoisseur, Hedo