ChatGPT-driven Customer JTBD Research using B2C Case Study
4.7 (9)
5 Days
·Cohort-based Course
🚀 Learn customer JTBD principles & methods through an interactive ChatGPT case study (30+ scripts) using The Wheel of Progress® framework.
ChatGPT-driven Customer JTBD Research using B2C Case Study
4.7 (9)
5 Days
·Cohort-based Course
🚀 Learn customer JTBD principles & methods through an interactive ChatGPT case study (30+ scripts) using The Wheel of Progress® framework.
Previously at
Course overview
Learn and apply customer JTBD research using an interactive ChatGPT case study.
🚀 This course will teach you the core principles and methods behind Customer Jobs-to-Be-Done (JTBD) research — leveraging the power of OpenAI's ChatGPT (Generative AI)!
🎉 BONUS 3RD SESSION just added!
You'll learn:
🔍 → How to create Synthetic Personas to evaluate customer progress through the eyes of individuals with different motivations, desires, avoidances, and jobs-to-be-done.
🧠 → How to apply the Big Five Personality Traits model (Openness, Conscientiousness, Extraversion, Agreeableness, Neuroticism) to create three or more synthetic personas.
🛠️ → The critical difference between Product-Market Fit and Language-Market Fit — focus, goal, indicators, and outcome.
🎯 → How to use ChatGPT prompting to uncover Language-Market Fit across synthetic personas, testing headlines, sub-headlines, social proof, and features-as-benefits.
📣 → How to apply what you learn about Language-Market Fit across your website, email marketing, and social media..
🧑💻 Hands-on Case Study Experience
We'll work through a real-world case study using 30+ interactive ChatGPT prompting scripts (yours to keep!) to make the learning process fun and interactive.
You'll also master 📚 The Wheel of Progress® Framework, covering the Cycle of Customer Progress:
🌀 First Thought
🕵️♂️ Passively Looking
⚡ 1st Triggering Event
🔎 Actively Looking
⚡ 2nd Triggering Event
🤔 Deciding
✅ Hiring/Firing
📱 Consuming
♻️ Continuous Use
🛤️ You'll dive deep into identifying the Twelve (12) Elements of Progress:
📅 Events
🎯 Forces and Desires (habits, pushes, desires, avoidances, pulls, anxieties)
🎯 Jobs, Pains, and Gains
🧰 Solutions (core job, prior, in-conjunction, co-existing)
🚧 Constraints (internal, external, temporal)
Plus, you'll understand how Switching Behavior happens when promoting forces (pushes, desires, pulls) outweigh blocking forces (habits, avoidances, anxieties).
🧘♀️ Case Study Focus:
You'll act as a researcher, product marketer, product manager, or experience designer, exploring the customer JTBD of "achieving mindfulness" through The Serenity App.
🎥 ALL SESSIONS RECORDED!
By the end, you'll walk away ready to apply:
✨ Customer Jobs-to-Be-Done
✨ The Cycle of Customer Progress
✨ Switching Behavior
✨ Synthetic Personas
✨ Language-Market Fit
... directly to your organization or projects!
Who is this course for
01
Anyone seeking to learn how to apply jobs-to-be-done research to drive better customer engagement and experience design.
02
The Digital Marketer seeking to better understand the customer journey from first thought (struggling moment) to continuous use (habit).
03
The Content Marketing Manager who wants to tailor messaging around the progress customers are seeking to make in their lives.
04
The Researcher who wants to understand the entire customer cycle of progress (first thought to continuous use/habit formation).
05
The Product Marketer seeking to gain a better understanding of switching behavior (pushes, pulls, habits, anxieties).
06
The UX Designer looking to broaden their understanding of customer's beyond their interaction with a digital product.
07
The Product Manager who wants to rethink product roadmaps based upon desired customer outcomes rather than features or outputs.
What you’ll get out of this course
📚 Master the principles and methods of Jobs-to-Be-Done (JTBD)
Quickly build a strong foundation for applying JTBD to brand, marketing, product, and service experiences.
🌀 Unlock the Wheel of Progress® and the Cycle of Customer Progress
Understand how customers move from first thought to habitual use — and spot opportunities to influence them along the way.
🤖 Leverage ChatGPT to uncover deep customer insights
Use powerful ChatGPT prompting scripts to reveal customer situational context, aspirations, functional jobs, emotional and social jobs, and desired outcomes.
🛤️ Identify the 12 Elements of Customer Progress
Pinpoint critical moments across the customer journey — from pains and gains to constraints, desires, and anxieties.
⚡ Decode Switching Behavior and Motivation Forces
Learn how pushes, pulls, habits, avoidances, and anxieties interact to drive (or block) customer decisions — and how to tip the balance.
🧬 Create Synthetic Personas using the Big Five Traits
Design realistic personas by applying the Big Five Personality Traits, helping you simulate different customer mindsets for sharper research and messaging.
✍️ Achieve Language-Market Fit across your channels
Adapt your websites, emails, and social media to match the way customers naturally think, talk, and decide — boosting engagement and conversions.
🚀 Apply everything you learn directly to your own industry, product, or service.
You'll leave with practical tools and frameworks to uncover customer jobs, map progress, decode switching behavior, build synthetic personas, and sharpen your messaging for smarter growth. 🎯
This course includes
3 interactive live sessions
Lifetime access to course materials
31 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.
ChatGPT-driven Customer JTBD Research using B2C Case Study
Course syllabus
Week 1
Jul
7
Session One: The Wheel of Progress® framework and Cycle of Customer Progress
Introduction to B2C Case Study and Customer Job-to-be-done
Core Principles of Customer Jobs to be Done based Research
Overview of The Wheel of Progress® Framework
The Four Quadrants of the WOP (Awareness, Expectations, Trade-offs, Experience)
The Cycle of Customer Progress (First Thought through Continuous Use)
Solutions and Constraints (internal, external, time-based)
Jul
9
Session Two: The Twelve Elements of Customer Progress and Switching Behavior
The Twelve Elements of Customer Progress
Forces and Desires (Habits, Pushes, Desires, Avoidances, Pulls, Anxieties)
Switching Behavior (Promoting Forces overcoming Blocking Forces)
Customer Jobs, Pains and Gains
JTBD as a Process (a series of steps)
Jul
11
Session Three: Synthetic Personas and Language Market Fit
Synthetic Personas using the Five Big Personality Traits
Product Market-fit vs. Language Market Fit
Determining Language Market Fit (Headlines, Testimonials, Features/Benefits)
Post-course
BONUS: Leveraging Situational Contexts and JTBD Clusters
BONUS: Leveraging Bain's B2C Elements of Value Framework
BONUS: Leveraging 9 Core Human Motivations (Mindsets)
4.7 (9 ratings)
What students are saying
Meet your instructor
JOHN GUSIFF
CX Strategist
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.
Join an upcoming cohort
ChatGPT-driven Customer JTBD Research using B2C Case Study
Cohort 9
$425
Dates
Payment Deadline
Course schedule
Two Sessions - 2 hrs per Session
Two Sessions (Tuesday and Thursday)
12 pm to 2 pm PST
1st Session: The Wheel of Progress® Framework and Cycle of Customer Progress
2nd Session: The Twelve Elements of Progress and Switching Behavior (additional topics)
LIVE Cohort Sessions with Interactive ChatGPT Exercises
All Sessions Recorded
LIVE sessions held with the entire cohort enabling conversation and interaction during the course.
Over 25+ ChatGPT prompt scripts around a tailored Case Study to help teach JTBD principles and methods.
All activities performed during the class sessions. Pre-read materials.
Maven Community
Leveraging the Maven community for posting announcements, reading materials, general discussion, and takeaways from the class..
Switching Behavior
Understand how both promoting forces and blocking forces are involved in switching behavior.
Promoting forces must be greater than blocking forces before someone 'hires' your product or service.
Review a simple case study example of how these six forces oppose each other in a typical consumer purchase decision (e.g., meal service).
Get this FREE resource
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
ChatGPT-driven Customer JTBD Research using B2C Case Study
Cohort 9
$425
Dates
Payment Deadline