THE EVOLUTION OF INNOVATION TECHNOLOGY DRIVEN - What we COULD make vs what we SHOULD make BROAD OPPORTUNITY - Based on consumer motivation/needs; Understand demand at a high level JOBS TO BE DONE - Deeply understand specific snacking situations

1. ARTIFICIAL INTELLIGENCE
AND LINGUISTICS:
Disrupting Traditional
Innovation Methods
MARTIN MOORE
Manager,
Global Consumer Insights,
Innovation
TIM HOSKINS
President

2. THE EVOLUTION OF INNOVATION
TECHNOLOGY
DRIVEN
What we COULD make vs
what we SHOULD make
BROAD
OPPORTUNITY
Based on CONSUMER
MOTIVATION/NEEDS;
Understand demand
at a high level
JOBS TO
BE DONE
DEEPLY UNDERSTAND
specific snacking situations

3. All products are
actuallservices or
experiences
IDENTIFYING THE
OPPORTUNITY
JOBS uncover the PROGRESS
consumers are trying to make
in a SPECIFIC SNACKING
SITUATION …
Along with the
STRUGGLES or BARRIERS that
prevent them from making
that progress

4. CIRCUMSTANCE
is the
ESSENTIAL UNIT OF
JOBS INNOVATION
All products are actually
services or experiences

5. CIRCUMSTANCE
is the
ESSENTIAL UNIT OF
JOBS INNOVATION
Jobs have hiring and
firing criteria

6. CIRCUMSTANCE
is the
ESSENTIAL UNIT OF
JOBS INNOVATION
Jobs include a clear spec
for perfect fulfillment

7. Category Boundaries
Transform
CIRCUMSTANCE
is the
ESSENTIAL UNIT OF
JOBS INNOVATION

8. JOBS EXAMPLES

9. JOBS EXAMPLESTHE BREAKFAST DASH
THE BREAKFAST DASH
THE PERSON
(38 years old, Georgia)
I'm a 38 year old married mother of three.
I work full time at an elementary school in a
special education class.
I spend most of my waking hours after school
driving to and from sports practices as all three
kids play sports — two of which compete year
round at a highly competitive level.
I have an M.Ed. and B.S and enjoy watching
college football.

10. JOBS EXAMPLESTHE BREAKFAST DASH
THE BREAKFAST DASH
THE SCENE
Packing lunches, tying shoes, getting ready
for the day.
I am dragging myself around, trying to get
my kids ready and we are all tired. The kids
are trying to get ready and I am trying to get
lunches packed and as usual we are running
late.
<I> was hungry but didn't have time for a
full breakfast. It was first thing in the
morning.

11. JOBS EXAMPLESTHE BREAKFAST DASH
THE BREAKFAST DASH
WHY THE SNACK?
I choose to snack on Goldfish. As usual, I am in a hurry, trying to rush out the
door, so I grab something in the fullest snack bucket - which currently is
Goldfish because they have been on sale at a great price for the last three
weeks. I keep snack buckets in the pantry and use snack sized baggies to
portion them out so my kids don't eat an entire bag at once. Long story short,
Goldfish were quick and easy to grab.
What is quickest and easiest? Should I be healthy or quick? Easiest to grab with
least amount of preparation. I opened a Ziploc snack baggie and ate it. No
other utensils required.
Fast, easy and convenient. It was the quickest option with the least amount of
work. It allowed me to eat while doing other things. I was trying to pack lunch
and get kids ready for school while eating.
<It’s> Not very emotional at all. More out of necessity so I don't starve to
death. I don't have time to sit down and eat a full breakfast. This holds me over
until the next snack.

12. JOBS EXAMPLESTHE BREAKFAST DASH
THE PERSON
(30 years old, California)
I am originally from Chicago and now reside
in Orange County, California.
I am currently working for an architecture
firm in Irvine. I have been there since
graduating from Cal Poly Pomona with a
Masters in Architecture.
I like routines and like to schedule my day
out. Some interests that I have are food,
traveling, fitness, piano, and experiencing
new things.
HEALTHY FUEL: Aspiring Millennial

13. JOBS EXAMPLESTHE BREAKFAST DASH
THE SCENE
I was getting out of bed. I was getting my
bag ready for the gym and work. I was in a
good mood, ready to get the day started. I
felt like I wanted to conquer the day.
I time all my snacks. I have this snack to
have something before working out. I have
a schedule that I regularly follow. My
schedule that I follow relates to my workout
schedule and getting enough protein
throughout the day.
I have my snacks before the gym at 10 am,
at 3 pm and around 9 pm.
HEALTHY FUEL: Aspiring Millennial

14. JOBS EXAMPLESTHE BREAKFAST DASH
WHY THE SNACK?
I chose the yogurt because it has the amount of protein I like and a low
fat content with low sugars. Also it is something I can take on the go if
needed. The fat content was low enough for me to eat it, based on what
my goals are for the day.
What is the amount of protein and fat in this snack? The fat content I
need or want is low fat. I try to plan my snacks all around that category
but also have a variety.
At that moment it was a tasty snack that was convenient and easy to
travel with while also meeting all the nutritional needs.
I felt like they would make me feel emotionally accomplished as well as
proficient and getting the day started. I like to be efficient and productive
in a day. Because I follow my schedule, the sooner I finish and the more
free time I would have.
HEALTHY FUEL: Aspiring Millennial

15. THE CONSUMER
MUST COME FIRST
JOB Learnings & Recommendations
IT IS IMPERATIVE TO
GET MARKETING
ON-BOARD
ALL DEPARTMENTS
MUST BE IN THE ROOM
AND ON BOARD
 R&D
 Innovation
 Marketing
 Product Marketing

16. IN-DEPTH
INTERVIEWS
IDIs & Ethnographies
ETHNOGRAPHIES
~100 IDIs CONDUCTED
OVERALL
1 hour each
5 projects | 16 IDIs each
~20 ETHNOGRAPHIES
CONDUCTED
3 hours each

17. PROS of IDIs & ETHNOs
DEEP
CONVERSATIONS
with individual consumers on
their snacking stories, either
through detailed interviews or
observing behavior
HEAR & SEE
CONSUMERS
to help with
internalization
COST
EFFECTIVE
if we conduct ourselves
leveraging a moderator
partner to co-lead the IDIs
and organize the recruit

18. CONS of IDIs & ETHNOs
SMALL HANDFUL OF
INTERVIEWS/OBSERVATIONS
No understanding of
BROAD RELEVANCE
of the jobs
EXTREMELY TIME
INTENSIVE
LISTENING to each interview
DEBRIEFING
BACK-END WORK to synthesize and
summarize the information
into Jobs

19. Quester
ARTIFICIAL INTELLIGENCE IDIs
IN-DEPTH
INTERVIEWS
IDIs CONDUCTED
OVERALL
100
Busy
Moms
200
100
Aspirational
Millennials
30-40
Minutes
Each

20. How it works
QUESTER’S AI
WWW.QUESTER.COM/HOWITWORKS

21. Why we love Quester for
JOBS IDENTIFICATION
MORE
INTERVIEWS
due to AI
100-200
vs. 12-16
MORE
CONFIDENCE
in Jobs
Prioritization
Direction
Statistically-significant base size of interviews
allows for quantification of Job relevance

22. Why we love Quester for
JOBS IDENTIFICATION
They do the
heavy-lifting on
synthesis and
Job-writing
(and does a great JOB
at it – pun intended!)
Cost effective:
It costs more than
doing it ourselves, but
cost-per-interview
significantly less

23. Implementing Jobs –
RECOMMENDATIONS
YOU are the Guardrail
The devil is not in the details—
the MAGIC is in the details
Jobs are everything except
the WHAT
You help marketing and R&D
develop solutions
Communication must tie back to
the job and be transparent

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Tim Hoskins
Quester President
515.509.1975
Tim.Hoskins@Quester.com
Quester.com
6500 University Ave
Suite 205
Des Moines, IA 50324
Toll free: 1.877.588.5502
@QuesterMR
@TimHoskins
https://www.linkedin.com/company/questermarketresearch/
https://www.linkedin.com/in/tim-hoskins-quester/