jtbd-psychographic-research
Use when researching or defining a target audience for brand work, building customer profiles from motivations rather than demographics, or explaining why customers switch. Keywords - Jobs to be Done, JTBD, functional emotional and social jobs, four forces, push pull anxiety habit, psychographics, limbic types, VALS segments, customer motivations.
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Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/mike-coulbourn/claude-vibes --skill jtbd-psychographic-research- 01
Install
Run the command in your project. The CLI asks which agents to install for.
- 02
Describe the task
Ask your agent for something this skill covers. It loads jtbd-psychographic-research automatically when relevant.
- 03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.
SKILL.md
The instructions your agent reads when the skill is triggered.
JTBD & psychographic research frameworks
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
The three job types
Every "job" customers hire a product for has three dimensions:
| Dimension | Question | Example |
|---|---|---|
| Functional | What task are they accomplishing? | "Watch content without ads" |
| Emotional | How do they want to FEEL? | "Feel relaxed, avoid boredom" |
| Social | How 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]."
The Four Forces of Progress (Bob Moesta)
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.
| Force | Key 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?" |
Limbic types (Hans-Georg Hausel)
Three emotional systems drive behavior:
| System | Driven By | Brand Response |
|---|---|---|
| Stimulance | Novelty, fun, exploration | Scarcity, newness |
| Dominance | Status, control, power | Exclusivity, prestige |
| Balance | Security, stability | Social proof, familiarity |
Seven Types: Traditionalist, Harmonizer, Open Connoisseur, Hedonist, Adventurer, Performer, Disciplined
VALS segments
Segments by motivation + resources:
| Motivation | High Resources | Low Resources |
|---|---|---|
| Ideals (knowledge) | Thinkers | Believers |
| Achievement (success) | Achievers | Strivers |
| Self-Expression (variety) | Experiencers | Makers |
Plus: Innovators (any motivation, high resources) and Survivors (security-focused, low resources)
HBR emotional motivators
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.
Research-to-Strategy Bridge
How audience insights inform brand decisions:
| Research Finding | Informs |
|---|---|
| Primary JTBD | Brand Promise |
| Push Forces | Problem Messaging |
| Pull Forces | Benefit Messaging |
| Anxiety Forces | Trust Signals |
| Emotional Jobs | Emotional Territory |
| Social Jobs | Brand Personality |
| Core Values | Brand Values |
| Limbic Type | Visual & Tonal Direction |
When to apply these frameworks
During positioning
- Use Four Forces to identify switching dynamics
- Map emotional territory based on Jobs
During voice development
- Match tone to Limbic profile
- Reflect audience's actual language
During messaging
- Address Push forces in problem messaging
- Highlight Pull forces in benefits
- Counter Anxiety forces with proof
During visual direction
- Align aesthetic with Limbic type
- Reflect social jobs in imagery
Templates
Read reference/templates.md when producing a deliverable the user will keep, such as a filled worksheet, a documented decision, or a final write-up. Skip it for conceptual questions and quick recommendations, which this file covers. It opens with a table of contents, so load only the template needed:
- Forces of Progress Canvas
- Job Story Template
- Psychographic Profile Summary
- Research-to-Strategy Bridge
Deep methodology
For JTBD interview techniques, detailed framework application, and full output structure, the brand-audience-researcher agent contains 500+ lines of expert methodology.
Key principles
- Emotional > Functional: Emotional jobs often drive decisions more than functional ones
- All Three Dimensions: Never skip emotional and social jobs
- Capture the Forces: Understanding push/pull/anxiety/habit is essential for positioning
- Use Their Language: Capture actual words people use. They're gold for brand voice
- Be the Only: "Be THE ONLY, not the best." — Marty Neumeier
FAQ
What does the jtbd-psychographic-research skill do?
Use when researching or defining a target audience for brand work, building customer profiles from motivations rather than demographics, or explaining why customers switch. Keywords - Jobs to be Done, JTBD, functional emotional and social jobs, four forces, push pull anxiety habit, psychographics, limbic types, VALS segments, customer motivations.
How do I install jtbd-psychographic-research?
Run npx skills add https://github.com/mike-coulbourn/claude-vibes --skill jtbd-psychographic-research in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/jtbd-psychographic-research/ (personal) or .claude/skills/jtbd-psychographic-research/ (project).
Which AI agents can use jtbd-psychographic-research?
Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.
Is jtbd-psychographic-research safe to install?
No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.
Who maintains jtbd-psychographic-research?
It is published by mike-coulbourn in mike-coulbourn/claude-vibes. It has 49 recorded installs.
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