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JTBD & Psychographic Research Frameworks

JTBD与消费者心理特征研究框架

Quick reference for Jobs-to-be-Done and psychographic frameworks that inform brand strategy. This skill auto-activates during brand work to ensure audience insights inform every phase.
"95% of purchasing decisions are made in the subconscious mind." — Gerald Zaltman, Harvard
为品牌战略提供待办任务（Jobs-to-be-Done）和消费者心理特征框架的快速参考。该工具会在品牌相关工作中自动激活，确保受众洞察贯穿每个阶段。
"95%的购买决策是在潜意识中做出的。" —— 杰拉尔德·扎尔特曼，哈佛大学

The Three Job Types

三类任务类型

Every "job" customers hire a product for has three dimensions:
DimensionQuestionExample
FunctionalWhat task are they accomplishing?"Watch content without ads"
EmotionalHow do they want to FEEL?"Feel relaxed, avoid boredom"
SocialHow do they want to be SEEN?"Recommend shows, feel in-the-know"
Job Statement Format: "When [situation], I want to [motivation], so I can [outcome]."
客户选择产品时的每一项“任务”都包含三个维度：
维度核心问题示例
功能型他们要完成什么任务？"无广告观看内容"
情感型他们希望获得怎样的感受？"感到放松，摆脱无聊"
社交型他们希望给他人留下怎样的印象？"推荐剧集，显得紧跟潮流"
任务陈述格式："当[场景]时，我想要[动机]，这样我就能[结果]。"

The Four Forces of Progress (Bob Moesta)

进步四力模型（鲍勃·莫斯塔）

Why customers switch (or don't):
        PROMOTING FORCES
   ┌────────────────────────────┐
   │   PUSH          PULL       │
   │   (Struggles)   (Attraction)│
   ├────────────────────────────┤
   │   HABIT         ANXIETY    │
   │   (Comfort)     (Fear)     │
   └────────────────────────────┘
        BLOCKING FORCES
The Formula: If 
Push + Pull > Anxiety + Habit
, they switch.
ForceKey Question
PUSH"What frustrates you about your current solution?"
PULL"What excites you about this alternative?"
ANXIETY"What worries you about switching?"
HABIT"What would you miss about your current approach?"
客户选择切换（或不切换）的原因：
        PROMOTING FORCES
   ┌────────────────────────────┐
   │   PUSH          PULL       │
   │   (Struggles)   (Attraction)│
   ├────────────────────────────┤
   │   HABIT         ANXIETY    │
   │   (Comfort)     (Fear)     │
   └────────────────────────────┘
        BLOCKING FORCES
公式：如果 
推力 + 拉力 > 焦虑 + 习惯
，客户就会选择切换。
力量核心问题
PUSH（推力）"你对当前解决方案有哪些不满？"
PULL（拉力）"这个替代方案最吸引你的点是什么？"
ANXIETY（焦虑）"切换时你有哪些顾虑？"
HABIT（习惯）"你会想念当前方案的哪些方面？"

Limbic Types (Hans-Georg Hausel)

边缘系统类型（汉斯-格奥尔格·豪瑟）

Three emotional systems drive behavior:
SystemDriven ByBrand Response
StimulanceNovelty, fun, explorationScarcity, newness
DominanceStatus, control, powerExclusivity, prestige
BalanceSecurity, stabilitySocial proof, familiarity
Seven Types: Traditionalist, Harmonizer, Open Connoisseur, Hedonist, Adventurer, Performer, Disciplined
三种情感系统驱动行为：
系统驱动因素品牌应对策略
Stimulance（刺激型）新鲜感、乐趣、探索欲稀缺性、新颖感
Dominance（支配型）地位、掌控力、权力排他性、声望感
Balance（平衡型）安全感、稳定性社交认同、熟悉感
七种细分类型：传统主义者、协调者、开放鉴赏家、享乐主义者、冒险家、表现者、自律者

VALS Segments

VALS细分模型

Segments by motivation + resources:
MotivationHigh ResourcesLow Resources
Ideals (knowledge)ThinkersBelievers
Achievement (success)AchieversStrivers
Self-Expression (variety)ExperiencersMakers
Plus: Innovators (any motivation, high resources) and Survivors (security-focused, low resources)
基于动机+资源的受众细分：
动机高资源群体低资源群体
Ideals（理想型，基于知识）思考者信仰者
Achievement（成就型，基于成功）成就者奋斗者
Self-Expression（自我表达型，基于多样性）体验者实干者
补充群体：Innovators（创新者）（任意动机，高资源）和Survivors（生存者）（关注安全感，低资源）

HBR Emotional Motivators

HBR情感动机因素

Key drivers of customer value:
  • "Helps me be creative"
  • "Feel revived and refreshed"
  • "Sense of belonging"
  • "Stand out from the crowd"
  • "Feel secure"
  • "Succeed in life"
  • "Be the person I want to be"
Key Finding: Emotionally connected customers have 306% higher lifetime value.
客户价值的核心驱动因素：
  • "帮助我发挥创造力"
  • "感到恢复活力、神清气爽"
  • "归属感"
  • "脱颖而出"
  • "感到安全"
  • "在生活中取得成功"
  • "成为理想中的自己"
核心发现：与品牌建立情感连接的客户，其生命周期价值高出306%。

Research-to-Strategy Bridge

研究到战略的转化桥梁

How audience insights inform brand decisions:
Research FindingInforms
Primary JTBDBrand Promise
Push ForcesProblem Messaging
Pull ForcesBenefit Messaging
Anxiety ForcesTrust Signals
Emotional JobsEmotional Territory
Social JobsBrand Personality
Core ValuesBrand Values
Limbic TypeVisual & Tonal Direction
受众洞察如何指导品牌决策：
研究发现指导方向
核心JTBD品牌承诺
推力因素问题型传播内容
拉力因素利益型传播内容
焦虑因素信任背书
情感型任务情感定位领域
社交型任务品牌个性
核心价值观品牌价值观
边缘系统类型视觉与语域方向

When to Apply These Frameworks

框架适用场景

During Positioning

定位阶段

  • Use Four Forces to identify switching dynamics
  • Map emotional territory based on Jobs
  • 运用四力模型识别切换动力
  • 基于待办任务绘制情感定位领域

During Voice Development

品牌语域开发阶段

  • Match tone to Limbic profile
  • Reflect audience's actual language
  • 调整语气以匹配边缘系统特征
  • 贴合受众的真实语言习惯

During Messaging

传播内容阶段

  • Address Push forces in problem messaging
  • Highlight Pull forces in benefits
  • Counter Anxiety forces with proof
  • 在问题型内容中回应推力因素
  • 在利益型内容中突出拉力因素
  • 用证据消解焦虑因素

During Visual Direction

视觉方向阶段

  • Align aesthetic with Limbic type
  • Reflect social jobs in imagery
  • 让视觉风格与边缘系统类型匹配
  • 在视觉素材中体现社交型任务

Templates

模板

See reference/templates.md for:
  • Forces of Progress Canvas
  • Job Story Template
  • Psychographic Profile Summary
  • Research-to-Strategy Bridge
查看 reference/templates.md 获取：
  • 进步四力模型画布
  • 任务故事模板
  • 消费者心理特征概况摘要
  • 研究到战略的转化桥梁模板

Deep Methodology

深度方法论

For comprehensive JTBD interview techniques, detailed framework application, and full output structure, the 
brand-audience-researcher
agent contains 500+ lines of expert methodology.
如需全面的JTBD访谈技巧、框架的详细应用方法及完整输出结构，
brand-audience-researcher
agent包含500+行专家级方法论内容。

Key Principles

核心原则

  1. Emotional > Functional: Emotional jobs often drive decisions more than functional ones
  2. All Three Dimensions: Never skip emotional and social jobs
  3. Capture the Forces: Understanding push/pull/anxiety/habit is essential for positioning
  4. Use Their Language: Capture actual words people use — gold for brand voice
  5. Be the Only: "Be THE ONLY, not the best." — Marty Neumeier
  1. 情感优先于功能：情感型任务往往比功能型任务更能驱动决策
  2. 覆盖全部三个维度：绝不能忽略情感型和社交型任务
  3. 捕捉四力因素：理解推力/拉力/焦虑/习惯是定位的关键
  4. 使用受众的语言：记录人们的真实用词——这是打造品牌语域的黄金素材
  5. 做唯一而非最好："做唯一，而非最好。" —— 马蒂·诺伊迈尔