What Jobs to Be Done Needs That Surveys Can Never Provide

A conversation I keep having with brands and retailers starts the same way: The tracker tells them what happened and how the numbers moved, but not what customers were actually trying to accomplish. 𝐉𝐨𝐛𝐬 𝐭𝐨 𝐁𝐞 𝐃𝐨𝐧𝐞 is a useful way into that discussion, so I wrote up how the framework applies to two of the AI insight platforms I spend time with. Worth saying upfront that neither i-Genie.ai nor Clootrack was built around JTBD and neither markets itself that way (since they both do far more than that). The lens is mine. What interests me is that they answer different questions, with i-Genie strongest on market and category analysis ahead of the purchase and Clootrack strongest on Voice of the Customer after it. Both are part of the curated Microsoft for Startups Pegasus portfolio.