Consumers purchase products or services to complete tasks in specific scenarios.

A mission is the progress a consumer wants to make in their life, perhaps solving a problem or achieving a goal.

While traditional concepts focus on product attributes and consumer characteristics, JTBD focuses on the tasks consumers want to complete.

For example: traditional marketing looks at consumer age, gender and product functions; JTBD looks at what consumers use the product to achieve, such as using a vacuum cleaner to clean the room, rather than focusing on attributes such as the horsepower of the vacuum cleaner.

Segment the market based on the tasks consumers want to complete.

Identify different types of tasks and group consumers with the same tasks.

Understand consumer needs more accurately and are not limited to traditional segmentation methods such as demographics.

For example: in the catering market, customers are not simply divided by age or region, but are divided by tasks into task groups such as "fill your stomach quickly" and "enjoy a high-end gourmet experience" to better tap potential markets.

Analyze the features consumers need to complete their tasks.

Ensure product functionality effectively supports mission completion.

For example: when designing office software, we must consider the efficiency with which users can complete functional tasks such as document editing and data processing.

Pay attention to the emotional experience of consumers when completing tasks.

Product design must be able to meet consumers' emotional needs, such as comfort, pleasure, confidence, etc.

For example, in addition to the functional task of recording sports data, a sports bracelet also needs to consider emotional tasks such as confidence and satisfaction brought by the appearance design.

The specific task situation in which consumers find themselves affects product choice.

Situation includes time, place, social environment and other factors.

For example: choose portable toiletries when traveling, and choose large bottles for daily use at home.

Different tasks will trigger different product feature requirements.

For example: laptops used for business offices need to emphasize thinness, long battery life and safety performance; laptops used for gaming pay more attention to graphics card performance and high refresh rate screens.

Design product functions and features based on consumer mission needs.

Integrate mission understanding into the product development process.

For example: developing a takeout app, focusing on how to allow consumers to place orders quickly, accurately locate food delivery, and facilitate payment and other task-related functions.

Carry out precise advertising and market positioning for target task groups.

Marketing messages emphasize how the product helps consumers complete tasks.

For example, fitness equipment advertisements emphasize helping consumers complete the task of shaping their bodies and improving their physical fitness, rather than simply promoting the materials of the equipment.