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Quiz: Jobs-to-Be-Done and Customer Journeys

Test your understanding of jobs-to-be-done and customer journeys with these review questions.

1. Which definition best describes Emotional Job?

  1. The feeling a customer wants to create, preserve, or avoid while making progress in a situation.
  2. A framework that explains why customers choose an offering by examining the progress they seek in a particular circumstance.
  3. A specific result a customer hopes to achieve, expressed independently of any particular product or solution.
  4. Attractive benefits and anticipated progress that draw a customer toward a new solution.
Show Answer

The correct answer is A. The feeling a customer wants to create, preserve, or avoid while making progress in a situation. Recognizing the precise definition prevents the term from being substituted for a nearby but different idea. The alternatives instead point toward Jobs-to-Be-Done, Desired Outcome, Pull Forces, or detach the concept from the evidence and decision it is meant to support. Keeping those ideas distinct helps the team state its method, claim, and limits explicitly.

Concept Tested: Emotional Job

See: Emotional Job

2. Which definition best describes Social Job?

  1. The feeling a customer wants to create, preserve, or avoid while making progress in a situation.
  2. The way a customer wants to be perceived by others or relate to a relevant group.
  3. Dissatisfaction or changed circumstances that make a customer’s current solution less acceptable.
  4. The situational conditions that shape what a customer needs and which solutions are acceptable at a given time.
Show Answer

The correct answer is B. The way a customer wants to be perceived by others or relate to a relevant group. Recognizing the precise definition prevents the term from being substituted for a nearby but different idea. The alternatives instead point toward Emotional Job, Push Forces, Customer Circumstance, or detach the concept from the evidence and decision it is meant to support. Keeping those ideas distinct helps the team state its method, claim, and limits explicitly.

Concept Tested: Social Job

See: Social Job

3. Which statement best explains Customer Progress in this chapter's research context?

  1. It refers to this idea: The combined pressures that push customers from a current solution, pull them toward another, or hold them back.
  2. It refers to this idea: Uncertainty and perceived risk that make a customer hesitate before adopting a new solution.
  3. It refers to this idea: A distinct phase in the customer’s progress, such as awareness, comparison, purchase, onboarding, use, or renewal.
  4. It refers to this idea: Movement from a current struggle toward a desired outcome as the customer defines it.
Show Answer

The correct answer is D. Movement from a current struggle toward a desired outcome as the customer defines it. The option explains the concept's function, not merely a tool or output associated with it. The alternatives instead point toward Switching Forces, Anxiety Forces, Journey Stage, or detach the concept from the evidence and decision it is meant to support. Keeping those ideas distinct helps the team state its method, claim, and limits explicitly.

Concept Tested: Customer Progress

See: Customer Progress

4. Which statement best explains Customer Job in this chapter's research context?

  1. It refers to this idea: Familiar routines, convenience, and learned behavior that keep a customer using the current solution.
  2. It refers to this idea: The sequence of stages and interactions through which a customer pursues a goal with an organization or category.
  3. It refers to this idea: An obstacle, delay, confusion, or effort that makes customer progress more difficult.
  4. It refers to this idea: The progress a customer seeks in a particular circumstance, including practical, emotional, or social dimensions.
Show Answer

The correct answer is D. The progress a customer seeks in a particular circumstance, including practical, emotional, or social dimensions. The option explains the concept's function, not merely a tool or output associated with it. The alternatives instead point toward Habit Forces, Customer Journey, Journey Friction, or detach the concept from the evidence and decision it is meant to support. Keeping those ideas distinct helps the team state its method, claim, and limits explicitly.

Concept Tested: Customer Job

See: Customer Job

5. Which statement best explains Functional Job in this chapter's research context?

  1. It refers to this idea: The immediate environment, device, time pressure, and activity surrounding a customer’s interaction with an asset.
  2. It refers to this idea: A touchpoint with unusually strong influence on trust, satisfaction, or the decision to continue the relationship.
  3. It refers to this idea: The practical task a customer is trying to complete or problem the customer needs to solve.
  4. It refers to this idea: The progress a customer seeks in a particular circumstance, including practical, emotional, or social dimensions.
Show Answer

The correct answer is C. The practical task a customer is trying to complete or problem the customer needs to solve. The option explains the concept's function, not merely a tool or output associated with it. The alternatives instead point toward Use Context, Moment of Truth, Customer Job, or detach the concept from the evidence and decision it is meant to support. Keeping those ideas distinct helps the team state its method, claim, and limits explicitly.

Concept Tested: Functional Job

See: Functional Job

6. A marketing team encounters this situation: The study traces awareness, comparison, trial, purchase, onboarding, use, and renewal. Which concept should guide its interpretation?

  1. Customer Touchpoint
  2. Jobs-to-Be-Done
  3. Customer Journey
  4. Social Job
Show Answer

The correct answer is C. The sequence of stages and interactions through which a customer pursues a goal with an organization or category. The situation calls for this concept because its defining purpose matches the action or evidence described. The alternatives instead point toward Customer Touchpoint, Jobs-to-Be-Done, Social Job, or detach the concept from the evidence and decision it is meant to support. Keeping those ideas distinct helps the team state its method, claim, and limits explicitly.

Concept Tested: Customer Journey

See: Customer Journey

7. A marketing team encounters this situation: The buyer “hires” the software to replace an expiring tool without disrupting a six-person team. Which concept should guide its interpretation?

  1. Jobs-to-Be-Done
  2. Journey Opportunity
  3. Social Job
  4. Push Forces
Show Answer

The correct answer is A. A framework that explains why customers choose an offering by examining the progress they seek in a particular circumstance. The situation calls for this concept because its defining purpose matches the action or evidence described. The alternatives instead point toward Journey Opportunity, Social Job, Push Forces, or detach the concept from the evidence and decision it is meant to support. Keeping those ideas distinct helps the team state its method, claim, and limits explicitly.

Concept Tested: Jobs-to-Be-Done

See: Jobs-to-Be-Done

8. A marketing team encounters this situation: The team completes migration within two days with no missed appointments. Which concept should guide its interpretation?

  1. Functional Job
  2. Switching Forces
  3. Anxiety Forces
  4. Desired Outcome
Show Answer

The correct answer is D. A specific result a customer hopes to achieve, expressed independently of any particular product or solution. The situation calls for this concept because its defining purpose matches the action or evidence described. The alternatives instead point toward Functional Job, Switching Forces, Anxiety Forces, or detach the concept from the evidence and decision it is meant to support. Keeping those ideas distinct helps the team state its method, claim, and limits explicitly.

Concept Tested: Desired Outcome

See: Desired Outcome

9. Which analysis most accurately distinguishes Switching Forces from Desired Outcome?

  1. Switching Forces and Desired Outcome are interchangeable labels for exactly the same practice.
  2. Switching Forces concerns The combined pressures that push customers from a current solution, pull them toward another, or hold them back; Desired Outcome concerns A specific result a customer hopes to achieve, expressed independently of any particular product or solution.
  3. Switching Forces concerns A specific result a customer hopes to achieve, expressed independently of any particular product or solution; Desired Outcome concerns The combined pressures that push customers from a current solution, pull them toward another, or hold them back.
  4. The distinction depends only on which software product the team selects.
Show Answer

The correct answer is B. The combined pressures that push customers from a current solution, pull them toward another, or hold them back. The comparison preserves each concept's distinct purpose instead of reversing or collapsing the two meanings. The alternatives instead point toward Desired Outcome, Habit Forces, Customer Journey, or detach the concept from the evidence and decision it is meant to support. Keeping those ideas distinct helps the team state its method, claim, and limits explicitly.

Concept Tested: Switching Forces

See: Switching Forces

10. Which analysis most accurately distinguishes Push Forces from Pull Forces?

  1. Push Forces and Pull Forces are interchangeable labels for exactly the same practice.
  2. Push Forces concerns Dissatisfaction or changed circumstances that make a customer’s current solution less acceptable; Pull Forces concerns Attractive benefits and anticipated progress that draw a customer toward a new solution.
  3. Push Forces concerns Attractive benefits and anticipated progress that draw a customer toward a new solution; Pull Forces concerns Dissatisfaction or changed circumstances that make a customer’s current solution less acceptable.
  4. The distinction depends only on which software product the team selects.
Show Answer

The correct answer is B. Dissatisfaction or changed circumstances that make a customer’s current solution less acceptable. The comparison preserves each concept's distinct purpose instead of reversing or collapsing the two meanings. The alternatives instead point toward Pull Forces, Use Context, Moment of Truth, or detach the concept from the evidence and decision it is meant to support. Keeping those ideas distinct helps the team state its method, claim, and limits explicitly.

Concept Tested: Push Forces

See: Push Forces