The traditional persona is pass\u00e9. Yes, you read that right. While "Mark, 42 years old, marketing manager, lives with his family in Utrecht and enjoys tennis" provides a basic framework for communication, it tells you nothing about why Mark chooses your brand. It's time to delve into what truly drives people.<\/p>\n
Let's be honest: a persona filled with demographic boxes says little about people's behavior. You know where they live (and thus sleep), but not what keeps them up at night. You know their age, but not what gives them gray hairs. You might know some hobbies, but not what truly makes them happy. And that's precisely where behavior begins: with their inner motivations.<\/p>\n
In this blog, we explore a strategic model that provides your personas with deeper insights into what resonates with your target audiences.<\/p>\n
Instead of asking who your target audience is, let's focus on a different question: what are they trying to achieve?<\/strong> What do they want to accomplish with your help?<\/p>\n The Jobs To Be Done<\/strong> theory (JTBD)<\/strong> posits that people don't buy products; they "hire" them to perform a specific task or achieve a goal. Rather than focusing on the demographic or psychographic characteristics of customers, JTBD centers on the needs that target audiences seek to fulfill when using a product or service. It's not about the person's profile but about the goal they have with a purchase.<\/p>\n That's where the foundation of your communication lies.<\/p>\n Such a "Job To Be Done" can be functional (I want to get from A to B quickly), emotional (I want to feel secure), or social (I want to belong). By focusing on these three different jobs, you gain even deeper insights into what drives your target audiences. Some products or services fulfill two or three jobs simultaneously; other purchases have one clear task.<\/p>\n An example: a young student will buy a kitchen sponge with only one 'job' in mind. Quickly and effectively removing dirt from pans and dishes. Preferably as cheaply as possible.<\/p>\n But a young mother doesn't just buy baby food. She wants her child to grow up healthy and happy (functional). She wants to feel like a good parent (emotional). And perhaps she also seeks recognition from others (social) and therefore opts for a slightly better brand of baby food. A seemingly simple purchase, with multiple 'jobs' simultaneously.<\/p>\n Admittedly, if you make the kitchen sponge sustainable<\/em>, biodegradable<\/em>, or design-oriented<\/em>, emotional ("I want to live environmentally consciously.") and social ("I want my kitchen to look well-kept.") jobs can be added. But a young student often doesn't care about that. So, it's still good to have your persona clearly defined!<\/p>\n By delving deeper into the 'jobs' of your target audience, you create sharper strategies and more effective campaigns. Why? Because you tap into the real motivations of your audience. This leads to communication that resonates and prompts action.<\/p>\n This yields:<\/p>\n By understanding what people want to achieve with their purchase, you develop campaigns that resonate. Strategies that don't start from what you want to broadcast but from what your target audience needs to be moved.<\/p>\n In short: the persona isn't entirely pass\u00e9. Age and demographic background remain important to understand your target audiences. But dare to critically examine your trusted marketing tools! Exploring new approaches like behavioral models can give your brand a fresh boost. It requires a different way of looking. But it provides insights that go beyond assumptions and gut feelings. Insights that strengthen your strategy, give your team focus, and help your brand grow.<\/p>\n Ready to dive deeper? We're here for you!<\/p>\nFunctional, emotional, and social 'jobs to be done'<\/h3>\n
More effective strategies and campaigns<\/h2>\n
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Dare to doubt<\/h2>\n