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jtbd-psychographic-research

为品牌身份工作提供待完成工作（Jobs-to-be-Done）和心理图谱研究框架。在品牌定位、声音发展、信息传递和策略阶段自动激活。当讨论目标受众、客户研究、JTBD（待完成工作）、四力模型、推拉焦虑习惯、情感工作、社会工作、功能性工作、边缘类型、VALS细分市场、心理图谱或客户动机时使用。

person作者: jakexiaohubgithub
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JTBD & Psychographic Research Frameworks

Quick reference for Jobs-to-be-Done and psychographic frameworks that inform brand strategy. This skill auto-activates during brand work to ensure audience insights inform every phase.

"95% of purchasing decisions are made in the subconscious mind." — Gerald Zaltman, Harvard

The Three Job Types

Every "job" customers hire a product for has three dimensions:

| Dimension | Question | Example | |-----------|----------|---------| | Functional | What task are they accomplishing? | "Watch content without ads" | | Emotional | How do they want to FEEL? | "Feel relaxed, avoid boredom" | | Social | How do they want to be SEEN? | "Recommend shows, feel in-the-know" |

Job Statement Format: "When [situation], I want to [motivation], so I can [outcome]."

The Four Forces of Progress (Bob Moesta)

Why customers switch (or don't):

        PROMOTING FORCES
   ┌────────────────────────────┐
   │   PUSH          PULL       │
   │   (Struggles)   (Attraction)│
   ├────────────────────────────┤
   │   HABIT         ANXIETY    │
   │   (Comfort)     (Fear)     │
   └────────────────────────────┘
        BLOCKING FORCES

The Formula: If Push + Pull > Anxiety + Habit, they switch.

| Force | Key Question | |-------|-------------| | PUSH | "What frustrates you about your current solution?" | | PULL | "What excites you about this alternative?" | | ANXIETY | "What worries you about switching?" | | HABIT | "What would you miss about your current approach?" |

Limbic Types (Hans-Georg Hausel)

Three emotional systems drive behavior:

| System | Driven By | Brand Response | |--------|-----------|----------------| | Stimulance | Novelty, fun, exploration | Scarcity, newness | | Dominance | Status, control, power | Exclusivity, prestige | | Balance | Security, stability | Social proof, familiarity |

Seven Types: Traditionalist, Harmonizer, Open Connoisseur, Hedonist, Adventurer, Performer, Disciplined

VALS Segments

Segments by motivation + resources:

| Motivation | High Resources | Low Resources | |------------|----------------|---------------| | Ideals (knowledge) | Thinkers | Believers | | Achievement (success) | Achievers | Strivers | | Self-Expression (variety) | Experiencers | Makers |

Plus: Innovators (any motivation, high resources) and Survivors (security-focused, low resources)

HBR Emotional Motivators

Key drivers of customer value:

  • "Helps me be creative"
  • "Feel revived and refreshed"
  • "Sense of belonging"
  • "Stand out from the crowd"
  • "Feel secure"
  • "Succeed in life"
  • "Be the person I want to be"

Key Finding: Emotionally connected customers have 306% higher lifetime value.

Research-to-Strategy Bridge

How audience insights inform brand decisions:

| Research Finding | Informs | |------------------|---------| | Primary JTBD | Brand Promise | | Push Forces | Problem Messaging | | Pull Forces | Benefit Messaging | | Anxiety Forces | Trust Signals | | Emotional Jobs | Emotional Territory | | Social Jobs | Brand Personality | | Core Values | Brand Values | | Limbic Type | Visual & Tonal Direction |

When to Apply These Frameworks

During Positioning

  • Use Four Forces to identify switching dynamics
  • Map emotional territory based on Jobs

During Voice Development

  • Match tone to Limbic profile
  • Reflect audience's actual language

During Messaging

  • Address Push forces in problem messaging
  • Highlight Pull forces in benefits
  • Counter Anxiety forces with proof

During Visual Direction

  • Align aesthetic with Limbic type
  • Reflect social jobs in imagery

Templates

See reference/templates.md for:

  • Forces of Progress Canvas
  • Job Story Template
  • Psychographic Profile Summary
  • Research-to-Strategy Bridge

Deep Methodology

For comprehensive JTBD interview techniques, detailed framework application, and full output structure, the brand-audience-researcher agent contains 500+ lines of expert methodology.

Key Principles

  1. Emotional > Functional: Emotional jobs often drive decisions more than functional ones
  2. All Three Dimensions: Never skip emotional and social jobs
  3. Capture the Forces: Understanding push/pull/anxiety/habit is essential for positioning
  4. Use Their Language: Capture actual words people use — gold for brand voice
  5. Be the Only: "Be THE ONLY, not the best." — Marty Neumeier