Jobs to Be Done Survey
Feature requests tell you what customers want, not the task they needed your product to solve. Learn what jobs they were trying to accomplish, what they tried before, and what made them choose your product in one survey.
Customers buy your product to accomplish a specific goal. Feature requests tell you what customers want added, but not what that goal was. A roadmap built on feature requests alone can drift away from the initial pain point that customers originally bought your product to solve.
Typeform’s jobs to be done survey gives product teams a direct line to the motivation behind customers’ purchase decisions. The survey asks what customers were trying to accomplish, what they tried before your product, and what made them choose you. Questions present one at a time, so customers articulate each part of their experience at a natural, thoughtful pace. Conditional logic branches follow-up questions based on each customer's purchase path. A customer who tried multiple alternatives, for example, sees a prompt to explain what each one prior competitor lacked.
The jobs to be done survey responses show product teams which problems the product solves well, and where it falls short of what customers need. Teams that run this survey before each roadmap cycle make prioritization decisions grounded in actual customer intent. Each round of feedback sharpens the team's understanding of what customers actually needed when they bought.
A jobs to be done survey collects the customer motivation, job context, and outcome expectations behind product adoption. It gives product teams a direct view into why customers chose your product and what outcome they expected. Use this jobs to be done survey to help your team build on what customers actually look for in your product.
Feature-led product positioning attracts customers who want specific features from your product—not exactly the customers who stay long-term because of your product’s value. When the product doesn't deliver on the goal that drove the purchase, customers leave and rarely explain why. A jobs to be done survey gives teams the purchase context to attract customers who actually need what the product delivers.
Capture the context behind every job:
- The specific goal or outcome the customer was trying to achieve
- What they were using before and why it wasn't working
- What triggered their search for a new solution
- Why they chose your product over alternatives
- How well the product delivered on the expected outcome
A customer satisfaction survey measures how well the product performed. A jobs to be done survey asks why the customer bought your product and what jobs or tasks they were trying to achieve—and whether your product met those needs. Improving satisfaction scores tells you whether you're meeting customer expectations, but not whether you’re solving the right customer problems.
Focus on three groups: recently acquired customers, churned customers, and customers who expanded their use of the product significantly. New customers can articulate the trigger and what they expected; churned customers reveal where the product failed the job. All three groups together show your team where the product delivers on what customers bought it to do, and where it falls short.
Get inspired by relevant templates and categories
3200+ Templates, 300+ Integrations
With Typeform, you can customize everything
Change text, colors, and even logos to match the look and feel of your brand. Then embed forms smoothly onto web and email.
Make forms feel effortless to fill out. Pace questions, call people by their name, and adapt the flow based on the data they share.
Stay efficient by connecting forms to your workflow. Typeform integrates with 300+ tools including Slack, Zapier, and HubSpot.
