Which theory posits that customers hire products to make progress in specific situations?

• A. Jobs to Be Done Theory
• B. Functional Job
• C. Emotional Job
• D. Social Job

Answer: (A)

The core idea is that customers “hire” products or services to help them make progress on a goal in a specific situation. This is the essence of Jobs to Be Done Theory: focus on the job the customer is trying to get done in a particular context, and understand why a product or service is chosen to help that progress. The same offering can be hired for different jobs in different situations because what the customer is trying to accomplish changes with the context.

Functional, emotional, and social descriptions are ways people describe the outcomes they seek, but they are components of the jobs themselves, not the theory that explains why people choose offerings.