Advanced Quantitative JTBD Research
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
3 Weeks
·Cohort-based Course
Learn Advanced JTBD quantitative methods that prioritize opportunity, guide product roadmaps, and shape exceptional customer experiences.
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
01
Product managers seeking to prioritize jobs/outcomes using quantitative customer needs data, not just gut instinct.
02
User researchers ready to go beyond interviews and turn JTBD insights into statistically valid, data-backed decisions
03
Growth marketers aiming to segment users by desired outcomes to drive positioning, messaging, and conversion.
04
Designers who want to prioritize unmet needs across the user journey and align teams on what their solving for on behalf of customers.
05
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.
What’s included
Live sessions
Learn directly from JOHN GUSIFF & DOMINIC RICCHETTI in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
Advanced Quantitative JTBD Research
Course syllabus
6 live sessions • 28 lessons
Week 1
Jul
8
Session 1: Job Theory and Frameworks
📚 Job Theory and Frameworks
💡 Types of Innovation
🎯 Our Focus: Product Innovation and Customer Experience
🧪 Our Case Study
🗺️ Using the Market Definition Canvas
🧩 Job Mapping (Job Steps, Activities, Outcomes)
Jul
10
Session 2: JTBD Survey Design and Execution
🧠 Foundations of JTBD Quantitative Surveys
🎯 Target Audience & Sampling Strategy
📝 Designing a Screener
📋 Writing JTBD Outcome Statements
📐 Survey Structure and Design Best Practices
🧪 Running the Survey
Week 2
Jul
15
Session 3: Opportunity Scoring (Product Experience)
🔧 Opportunity Scoring Fundamentals (Ulwick’s ODI Method)
📐 Structuring Your Survey for Scoring
🧮 Performing Opportunity Scoring
📊 Using Crosstabs and Banners to Segment Findings
🎯 Prioritizing Opportunities
📈 Telling the Story with Data
Jul
17
Session 4: Advanced Quantitative Techniques to Deepen JTBD Insights
🧮 MaxDiff (Best-Worst Scaling)
📊 Frequency + CSAT Pairing
⚖️ Customer Effort Scoring (CES) by Job Step
🧵 Thematic Analysis
🧩 Segmentation
Week 3
Jul
22
Session 5: Additional Topics + Ask us Anything?
Jul
24
Session 6: Decision Making with Outcomes-driven JTBD Research
🔄 From Insight to Action: The Role of Outcome Data in Decision Making
🧩 Determining Which Outcome-Based Segments and Outcomes to Target
💎 Defining the Value Proposition for Each Outcome-Based Segment
🛠️ Prioritizing Product Features and Improvements
📢 Communicating Insights Across the Organization
What people are saying
Jacqueline Poriadjian
Minh Tran
Dean Donnovan
Pete Savnigny
Sharon Rylander
Susan Mercer
Josh Porter
Don Gazara
Eckhart Boehme
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.
Join an upcoming cohort
Advanced Quantitative JTBD Research
Cohort 1
$1,250
Dates
Payment Deadline
Course schedule
4-6 hours per week
3 Weeks on Tuesdays & Thursdays
2:00pm - 4:00pm PST
July 8th to July 24th - Six LIVE Cohort Sessions
Session 1: Job Theory and Frameworks
Session 2: JTBD Survey Design and Execution
Session 3: Opportunity Scoring
Session 4: Advanced Quantitative Techniques
Session 5: Office Hours - Ask us Anything
Session 6: Decision Making with JTBD Research
Learning is better with cohorts
Active hands-on learning
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you
Frequently Asked Questions
Join an upcoming cohort
Advanced Quantitative JTBD Research
Cohort 1
$1,250
Dates
Payment Deadline