The tech industry is all about market segmentation. Unfortunately, this tendency often leads tech companies to miss a key measurement of success: whether the solution is actually accomplishing the tasks it is being used for.

Do you know what jobs customers are using your product or service for? One would hope. Surprisingly, many companies don't.

The tech industry spends a lot of effort figuring out the types of customers it has. Tech leaders obsess over how many customers are in the education sector, how many are in large or small businesses, how many have a hundred or more licenses, etc. Still, many companies have a gaping hole in their knowledge.  They don't know the specific jobs customers are using the product or service for.

That’s a huge problem. Thankfully, Clayton Christensen's latest book, “Competing Against Luck: The Story of Innovation and Customer Choice” gives hope. It spells out how understanding “jobs to be done” will keep products and services relevant. The theory also explains how to spot an area ripe for disruption.

It's extremely important for corporate researchers to understand "jobs to be done" in order to conduct effective studies.

Listen to this episode to understand exactly how you can take your findings decks and readouts to the next level.

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