Unmet Needs
What Are Unmet Needs in JTBD Theory?
Unmet needs are customer goals within a job-to-be-done that are important but poorly satisfied by existing solutions. Identifying unmet needs is central to innovation because they represent opportunities for creating products that deliver greater value.
For example:
In the job of "staying hydrated," an unmet need might be "minimize time spent refilling a water bottle."
Why Are Unmet Needs Important?
How Do Unmet Needs Drive Innovation?
Unmet needs highlight gaps in the market where businesses can differentiate themselves. By addressing these needs, companies can:
Improve customer satisfaction.
Gain competitive advantage.
Increase market share.
What Are Examples of Unmet Needs?
In transportation: "Reduce delays caused by traffic."
In education: "Make learning materials easier to understand."
How Can You Identify Unmet Needs?
What Tools Can Help?
JTBD Interviews: Ask customers about challenges and frustrations.
Outcome-Driven Innovation (ODI): Quantify unmet needs based on importance and satisfaction.
Competitive Analysis: Compare how well competitors address key outcomes.
Why Choose Thrv for Identifying Unmet Needs?
At thrv, we specialize in uncovering unmet needs using our JTBD framework and ODI tools. We help you prioritize opportunities and create solutions that better serve your customers.
Visit thrv today to learn how identifying unmet needs can fuel your growth!
