Understanding customers

Research that changes decisions.

Jobs to be done

People hire a product to make progress on something. Describing the job, the situation and the alternatives is more useful than a demographic profile.

Ask what they used before and why they stopped.
The alternative is often a spreadsheet, a habit, or nothing.

Segments

Group by what people are trying to achieve rather than by age or industry. Two very different companies with the same problem are one segment.