Accelerating Jobs To Be Done Research with AI with Jim Kalbach

Jobs to be Done (JTBD) is a holistic framework for identifying opportunities for innovation-led growth. Because the approach is product agnostic it’s particularly well-suited for research complemented with AI tools, such as ChatGPT. Many researchers have used AI tools in novel ways over the past year with very encouraging results, greatly accelerating customer discovery efforts and the ability to pinpoint unmet market needs. This presentation first outlines a foundational framework for JTBD and then demonstrates how AI can complement the basic approach to find human-centric opportunities.