Jobs to be Done (JTBD) is a consumer intelligence framework that explains purchasing and usage behavior through the lens of the functional, emotional, and social progress a person is trying to achieve in a given situation. Rather than asking who the customer is, JTBD asks what they are trying to get done and why existing solutions fall short. Developed by Clayton Christensen and refined by researchers like Bob Moesta, the framework is widely applied in brand positioning, product development, concept testing, and messaging research. In qualitative research, JTBD interviews are designed to surface the specific circumstances, motivations, and trade-offs that drive real consumer decisions, making it a powerful complement to behavioral and attitudinal data.