Putting Jobs-to-be-Done Theory Into Practice

Editor's note: Digsite held a webinar on September 15, 2021, focusing on Jobs-to-be-Done theory in marketing research.

Many of today’s successful brands are applying a jobs-to-be-done (JTBD) framework to innovation to help consumers solve problems and address their unmet needs. But what exactly is jobs-to-be-done theory and how is it used to get rich consumer insights needed to drive growth?

 Join Monika Rogers, CEO and co-founder of Digsite, to learn how to get the types of consumer insights you need to seamlessly integrate JTBD research and innovation. You'll learn the importance of JTBD research as well the steps needed to prepare your team before getting started.


  • What JTBD is and why it's important.
  • The benefits of leveraging JTBD theory in market research.
  • Practice examples of how to apply and leverage the JTBD framework to innovate in a customer-centric way.


Monika Rogers, CEO and Co-Founder, Digsite