Jobs to be Done

Research focused on exploring the emotional and social factors behind Jobs-to-Be-Done to understand how user behavior and perception influence financial decision-making. By uncovering "Help Me" statements and linking new user jobs to specific moments in time, we aimed to identify opportunities for enhancing user intent profiles and improve content and marketing for our financial client’s digital tools.

The research findings significantly impacted the content strategy accounting for 25% of the Q1 2025 article topics derived from the findings. These topics include scams in digital transfers, the benefits of virtual cards, maintaining financial stability, and strategies for staying motivated with debt payoff plans.

Looking ahead, the next step involves optimizing the digital tools landing pages to incorporate content that resonates with users, based on their "help me" statements and the most relevant job-related queries.