This template is for:

Product development

User feedback




Technology & SaaS

Created by:



The Jobs-to-Be-Done (JTBD) theory is a customer-centric approach to understanding why people purchase and use products or services. It focuses on the functional and emotional jobs or tasks that customers are trying to accomplish when they purchase or use a product or service to fulfill those needs.

This pre-filled survey template has been designed to understand the motivations and needs of your users so you can align your product or service offerings to cater to those motivations and needs.

There are several ways a Jobs-to-be-Done survey can help with with your research:

  • By identifying the jobs that customers are trying to accomplish, you can make informed decisions to optimize your product or service. This can lead to enhancements that better address user needs, improving overall customer satisfaction.

  • It uncover unmet needs and pain points in the market, creating opportunities for innovation. You can identify areas where existing solutions fall short and develop new products or features to address these gaps.

  • Understanding the jobs customers are trying to complete can give you a competitive advantage. You can tailor your messaging, product features, and user experiences to resonate more effectively with your target audience.

  • Jobs-to-be-Done insights can inform your marketing efforts. You can create messaging that speaks directly to the specific problems or goals your customers have, making your marketing more compelling and relevant.

  • With Jobs-to-be-Done insights, you can prioritize features or improvements based on their alignment with the most important jobs customers are trying to get done. This ensures that you allocate resources effectively.

This template will help you discover

  • The fundamental motivations driving user behavior and decision-making when engaging with your product or service.

  • The specific jobs users are using your product or service to fulfill and whether your current offerings meet these needs effectively.

  • Opportunities for innovation and enhancement by pinpointing areas where your product or service may be lacking or where users encounter challenges in completing their jobs.

  • Strategies to set your product or service apart from competitors by providing a superior solution for the tasks users aim to accomplish.

How to use this template

  1. Click on the "Use this template" button and log in to your Lyssna account. Don't have an account yet? Start exploring with a free plan.

  2. Customize the test to suit your needs.

  3. Preview your test or press save and continue to recruit your participants.

  4. Set your test live and wait for your results!

Frequently asked questions

What is a Jobs-to-be-done (JTBD) survey?
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What are some examples of Jobs-to-be-Done?
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What are some common things to avoid when conducting a Jobs-to-be-Done survey?
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How do you analyze the results of a Jobs-to-be-Done survey?
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“I consistently receive responses on the same day or the following day, greatly aiding my interactions with various stakeholders.”

Sonal Malhotra,

UX Research Lead at Klarna

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