What Is Job-Based Segmentation?

Job-based segmentation is a method of dividing a market based on the jobs customers are trying to get done, rather than traditional demographic or psychographic factors. It focuses on grouping customers by their shared needs and goals, offering a deeper understanding of what drives purchasing decisions.

For example:

• Instead of segmenting by age or income, job-based segmentation might group customers who are trying to "stay healthy" or "improve productivity."

Why Is Job-Based Segmentation Important?

How Does It Differ From Traditional Segmentation?

Traditional segmentation often relies on superficial categories like age, gender, or location. However, these don’t always predict behavior. Job-based segmentation reveals the underlying motivations that drive customer choices, enabling businesses to:

• Identify underserved segments.
• Develop products tailored to specific jobs.
• Craft marketing messages that resonate with customer needs.

What Are Examples of Job-Based Segments?

1. Fitness Market: Customers trying to "lose weight" versus those trying to "build muscle."
2. Travel Market: Customers traveling for "business purposes" versus those traveling for "leisure experiences."

How Can You Implement Job-Based Segmentation?

What Steps Should You Take?

1. Conduct JTBD interviews to uncover customer jobs.
2. Group customers based on shared Jobs To Be Done.
3. Analyze unmet needs within each segment.