Jobs-to-be-Done (JTBD) and Unmet Needs

• What are the JTBD for our target consumer and in our industry/category?
• How well are consumer needs being met by my product/the category/all available solutions today? 
• What unmet needs exist to improve current products or develop new ones?

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Ethnographic Insights

• How can I develop deeper empathy for my target consumers to help me better develop products, services and communication that will satisfy and delight them? 
• How can I get deeper insights into my consumer’s everyday lives and needs to help drive future innovation?

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Emotional Insights and Analogies

• How can I leverage imagery, metaphors and other creative techniques to tap into deeper emotional insights to inspire creative development and product/service innovation?
  
• How can I use analogies to optimize my business model and/or inspire innovation?