Advanced Quantitative JTBD Research

New

3 Weeks

Cohort-based Course

Learn Advanced JTBD quantitative methods that prioritize opportunity, guide product roadmaps, and shape exceptional customer experiences.

Advanced Quantitative JTBD Research

New

3 Weeks

Cohort-based Course

Learn Advanced JTBD quantitative methods that prioritize opportunity, guide product roadmaps, and shape exceptional customer experiences.

Hosted by

JOHN GUSIFF and DOMINIC RICCHETTI

CX Strategists & JTBD Practitioners for over a decade (qualitative+quantitative)

JOHN GUSIFF and DOMINIC RICCHETTI

CX Strategists & JTBD Practitioners for over a decade (qualitative+quantitative)

Previously/consulted at

Course overview

Uncover. Quantify. Innovate. Transform Your Product and CX Strategy

🔍 Uncover. 📊 Quantify. 🚀 Innovate.

Transform Your Product Experience and Strategy with Jobs-to-Be-Done Research

Most teams stop at the customer interview. But understanding customer progress isn’t just about rich stories — it’s about translating that insight into an actionable, quantified strategy.

Gain the tools, methods, and confidence to drive smarter product decisions. Whether you’re easing into the world of quantitative research or seeking a deeper, more systematic approach, learn proven techniques that will make your JTBD practice more impactful.

It will be case study-based, going beyond the theory, to give you hands-on skills regarding:

🎯 Define your market (job performer + job=to-be-done) using the Market Definition Canvas

🔍 Identify the core job, related jobs, and emotional context

🛠️ Create a robust process map to reveal friction and opportunity across the customer journey

🎯 Pinpoint and validate the right target audience

📋 Design outcome-based surveys that quantify product and CX opportunities

📈 Run opportunity scoring to prioritize what matters most

🧠 Make strategic decisions based on actual customer progress — not opinions

We’ll leverage powerful frameworks and methods from Tony Ulwick and Jim Kalbach.

Teaching you advanced Job-to-be-done (JTBD) quantitative methods that prioritize opportunity, guide product roadmaps, and shape exceptional customer experiences.

The two instructors (John Gusiff and Dominic Ricchetti) for this course draw on extensive cross-industry experience working at companies such as American Honda, Canada Goose, Dell, ecobee, GAdventure, Humana, Intuit (TurboTax & Quickbooks), lululemon, Microsoft, Nordstrom, Porch.com, REI, ServiceNow, Starbucks, T-Mobile. TransAlta and Youtube.

Who is this course for

Product managers seeking to prioritize jobs/outcomes using quantitative customer needs data, not just gut instinct.

User researchers ready to go beyond interviews and turn JTBD insights into statistically valid, data-backed decisions

Growth marketers aiming to segment users by desired outcomes to drive positioning, messaging, and conversion.

Product managers seeking to prioritize jobs/outcomes using quantitative customer needs data, not just gut instinct.

User researchers ready to go beyond interviews and turn JTBD insights into statistically valid, data-backed decisions

Growth marketers aiming to segment users by desired outcomes to drive positioning, messaging, and conversion.

Designers who want to prioritize unmet needs across the user journey and align teams on what their solving for on behalf of customers.

Innovation leads looking to identify underserved markets and guide roadmap decisions informed by outcome-driven analysis.

What you’ll get out of this course

🧭 Frame Your JTBD Research with Clarity

Learn how to define your market and customer job focus using the Market Definition Canvas to ensure you’re targeting the right audience and outcomes.

🗺️ Build a Robust Job Map

Create a detailed Job Map that breaks down job steps, tasks, desired functional outcomes, and emotional and social dimensions — setting the stage for quantitative analysis.

📋 Design a Customer JTBD Survey (Quantitative)

Craft a quantitative survey (including screeners and job statements) to uncover which outcomes matter most to your customers.

📊 Analyze and Visualize JTBD Survey Results

Use tools like DisplayR to conduct outcome-based analysis (e.g., opportunity scoring, cross-tabs, segmentation) and create visualizations that make your findings actionable.

🧮 Perform JTBD Opportunity and Customer Success Analysis

Interpret opportunity scores using the priority vs. satisfaction matrix to highlight unmet needs and identify areas for product and CX innovation.

📈 Explore Advanced Quantitative Methods

Explore alternative and advanced techniques such as MaxDiff, Frequency, Customer Effort, Thematic Analysis, and Segmentation to deepen insight and strengthen decision-making.

🧭 Create Your JTBD-validated Product Experience Roadmap

Translate insights into strategy by connecting customer jobs and unmet needs to product decisions, experience improvements, and roadmap priorities.

This course includes

6 interactive live sessions

Lifetime access to course materials

28 in-depth lessons

Direct access to instructor

Projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Week 1

Jul 8—Jul 13

Jul

Session 1: Job Theory and Frameworks

Tue 7/89:00 PM—11:00 PM (UTC)

📚 Job Theory and Frameworks

1 item

💡 Types of Innovation

1 item

🎯 Our Focus: Product Innovation and Customer Experience

1 item

🧪 Our Case Study

1 item

🗺️ Using the Market Definition Canvas

1 item

🧩 Job Mapping (Job Steps, Activities, Outcomes)

1 item

Jul

Session 2: JTBD Survey Design and Execution

Thu 7/109:00 PM—11:00 PM (UTC)

🧠 Foundations of JTBD Quantitative Surveys

1 item

🎯 Target Audience & Sampling Strategy

1 item

📝 Designing a Screener

1 item

📋 Writing JTBD Outcome Statements

1 item

📐 Survey Structure and Design Best Practices

1 item

🧪 Running the Survey

1 item

Week 2

Jul 14—Jul 20

Jul

Session 3: Opportunity Scoring (Product Experience)

Tue 7/159:00 PM—11:00 PM (UTC)

🔧 Opportunity Scoring Fundamentals (Ulwick’s ODI Method)

1 item

📐 Structuring Your Survey for Scoring

1 item

🧮 Performing Opportunity Scoring

1 item

📊 Using Crosstabs and Banners to Segment Findings

1 item

🎯 Prioritizing Opportunities

1 item

📈 Telling the Story with Data

1 item

Jul

Session 4: Advanced Quantitative Techniques to Deepen JTBD Insights

Thu 7/179:00 PM—11:00 PM (UTC)

🧮 MaxDiff (Best-Worst Scaling)

1 item

📊 Frequency + CSAT Pairing

1 item

⚖️ Customer Effort Scoring (CES) by Job Step

1 item

🧵 Thematic Analysis

1 item

🧩 Segmentation

1 item

Week 3

Jul 21—Jul 24

Jul

Session 5: Office Hours - Ask us Anything about Customer JTBD Research

Tue 7/229:00 PM—10:30 PM (UTC)

Jul

Session 6: Decision Making with Outcomes-driven JTBD Research

Thu 7/249:00 PM—11:00 PM (UTC)

🔄 From Insight to Action: The Role of Outcome Data in Decision Making

1 item

🧩 Determining Which Outcome-Based Segments and Outcomes to Target

1 item

💎 Defining the Value Proposition for Each Outcome-Based Segment

1 item

🛠️ Prioritizing Product Features and Improvements

1 item

📢 Communicating Insights Across the Organization

1 item

What people are saying

We utilized the methods taught in this course to better understand our most important customers - their emotional connection to the brand and its' products. To better tailor our marketing messages and understand different loyalty drivers.

Jacqueline Poriadjian

Former CMO, Canada Goose

We leveraged the jobs-to-be-done process to identify opportunities to improve our on-boarding experience, helping new Gympass members find the right plan, gym or studio for themselves along with getting started on their wellness journey.

Minh Tran

Senior Director CX, Wellhub

John has demystified key concepts of 'jobs to be done' and behavioural science, showing how they can be integrated to enhance product design and marketing. As a product designer, I gained valuable insights and practical tips to enhance my design practice - especially in how to spot opportunities in research interviews. I would recommend the course.

Dean Donnovan

Strategic Produce and Service Designer, Callaghan Innovation

John is a great course instructor. Not only are his presentations high quality, he also gives illustrative B2C + B2B examples from his rich consulting experience. He nudges you to keep doing the well-prepared homework assignments even on busy days, and he gives you feedback offline and space to discuss solutions and questions in the next live class

Pete Savnigny

Senior UX Researcher

I would call this more of a workshop vs. course because you get a lot of practical hands on time to test the theoretical knowledge (well-presented)—all with a ton of support by John, who has decades of real-world experience and is a great instructor. Highly recommend!

Sharon Rylander

UX Resarch and Strategy, for Startups

The JTBD Frameworks and Methods course was chock full of great information on the Top 3 JTBD models, and John really understands them and explains their differences and strengths of each. Highly recommend his courses.

Susan Mercer

Director of UX Research, ex-Viator/Tripadvisor

The JTBD Principles and Methods (B2B Case Study) ia a terrific course for Product Marketers looking to conduct deeper customer research. John teaches how to get the crowd knowledge quickly using ChatGPT and then dive into different synthetic personas.

Josh Porter

Product Marketing Director, Kore.ai

Capturing and organizing ‘jobs’ in real time during interviews can be the toughest part of applying JTBD theory. However, John has a great skill in simplifying the art of job interviews into tangible steps.

Don Gazara

Senior Service Designer, Opencast

John has taught customer jobs-to-be-done based methods to clients across industries. He is skilled at both teaching and utilizing when conducting JTBD-based insights research.

Eckhart Boehme

Creator of The Wheel of Progress(R) framework

Meet your instructors

JOHN GUSIFF

John Gusiff is the Managing Partner for Customer Centric Solutions LLC. He founded the company in 2002 after spending 15 years helping leading brands across B2C, B2B, and B2B2C industries, design and implement customer acquisition, engagement, service, and retention strategies.

He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (jtbd) insights research along with applied behavioral science when consulting with his clients.

He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.

Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.

DOMINIC RICCHETTI

Dominic (Dom) Ricchetti is a quantitative research expert with 40 years of experience at leading research firms and brands.

He launched the Product Lab at ServiceNow and drove product innovation through advanced analytics.

Dom developed many custom methods, particularly for the JTBD frameworks, personas, segmentation, driver analysis and conjoint studies.

With a foundation in engineering, computer science, and masters in operations research, market strategy, and business planning -

Dom empowers professionals new to the field or looking to expand their quantitative skills.

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