Uncovering Consumer Mindsets Within The Jobs To Be Done Framework With Segmentation

The Call

A global leader in several categories of consumer packaged goods solutions partnered with Catapult Insights to better understand the many consumer mindsets present in approaching a particular category to better help guide new product development and marketing communications. The organization recently adopted a Jobs To Be Done (JTBD) framework in viewing their core category offerings but felt they needed to know more about how different types of consumers approached each job. The extra layer of the JTBD framework added complexity to the challenge so they tapped Catapult Insights to create a segmentation approach that addressed the priorities of various stakeholders and answered their core question – what different mindsets and behaviors exist within each JTBD and how can we leverage that knowledge to create better solutions and messaging to reach our target customers?

Our Response

Catapult Insights designed and executed a robust quantitative program and collaborated with the client team every step of the way. It started with a survey designed to go big and go deep to understand the different dimensions of consumer mindsets within each job. A robust sample size of consumers who had experienced each JTBD set us up for an exploratory segmentation analysis where we could look under every rock and around each corner. The segmentation analysis uncovered multiple, multi-dimensional, distinct mindset personas within each job and our research design also allowed us to look across jobs for persona similarities and differences.

The Celebration

After the analysis was complete and the report was designed and delivered, a series of presentations were conducted by Catapult Insights for executive teams across the organization. The reception was highly positive, with many attendees recognizing the mindset segments as relevant to people they know—a strong endorsement for the segmentation analysis. Adoption was swift and multiple work streams are being planned for the remaining 2025 year with even more planned for 2026.

The research was so well-received at every step along the way that Catapult Insights was asked to utilize a similar approach for additional product categories in multiple markets. Since we had early indications that expansion of the program was needed, we made sure we created a flexible framework that allowed our survey to be tailored to additional product categories and shared a common design in question flow and scale usage. This approach allowed us to be nimble when expanding the program to additional categories and markets, while also ensuring the results to be comparable at a broader level.

Catapult Insights is proud to deliver award-winning work that remains relevant for years to come.