Case Study: a major retailer expands into urban markets with Greenbook's Jobs-To-Be-Done research

a major retailer targets urban markets with Greenbook’s 1-day digital diaries

A major retailer targeting urban markets faced the challenge of expanding its customer base, as its existing retail format was designed for a suburban demographic. To inform the design of a new urban retail format, the retailer engaged Greenbook to understand the needs, wants, and preferences of urban dwellers.

Greenbook implemented a two-fold proprietary solution, first using a Jobs-To-Be-Done survey to segment and size consumer motivations and then conducting digital diaries to explore these jobs in daily life. The result was a series of detailed job profiles that provided a roadmap for the ideal retail experience. The retailer utilized these profiles to seize its urban market opportunity by informing in-house ideation sessions and design sprints.