The objectives
In an increasingly competitive market, understanding not just the functional needs but also the emotional and social drivers of business-to-business (B2B) buyers has become a game-changer for marketers. Illuminas, a leader in qualitative research methodologies, recently conducted a groundbreaking global study that harnessed the power of the Jobs To Be Done (JTBD) framework to uncover the deeper motivations behind technology purchases among B2B buyers.
Our client, a leading global technology brand, sought to gain a deeper understanding of what motivates their B2B customers to purchase technology hardware. Traditional market research tends to focus on the functional aspects of B2B decision-making. However, our client recognized that emotions and social perceptions also play a crucial role in these high-involvement, complex purchase decisions.
our approach
To meet this challenge, Illuminas designed a qualitative study rooted in the JTBD framework, modified to incorporate a means-end laddering technique. This approach enabled us to map not only the functional jobs B2B buyers seek to accomplish but also the emotional and social jobs that influence their decisions.
Conducted with global B2B technology buyers representing EMEA, APJ, and the US, in-depth interviews explored the functional jobs buyers needed technology to perform—such as enhancing productivity or minimizing operational disruptions. We followed a laddering technique to connect these functional jobs to deeper emotional drivers. For example, ensuring data security might be functionally important, but the emotional job behind it could be the buyer’s need for peace of mind. We identified not only emotional drivers, such as the desire to feel confident in decision-making but also social drivers, such as the need to be seen as a strategic leader within the organization.
the outcome
The results of this study revealed that B2B buyers, much like their B2C counterparts, are not purely rational actors. While functional needs often trigger the decision-making process, emotions, and social perceptions significantly influence how buyers evaluate options and make final decisions. By mapping these functional, emotional, and social jobs, Illuminas provided the client with valuable insights that went beyond the surface, enabling them to create more resonant marketing messages. The study revealed key emotional pathways that the client could leverage in their messaging to connect more deeply with their audience, moving beyond product specifications to address the feelings and perceptions that drive purchase decisions.
The Jobs To Be Done approach, enhanced with means-end laddering, allowed Illuminas to unlock the hidden emotional and social motivations of B2B buyers. This comprehensive understanding of buyer behavior equips marketers with the insights needed to craft emotionally resonant campaigns that elevate their brand beyond commodity status.
For more in-depth insights from this study and to learn how Illuminas can help your brand understand the hidden whys of your customers, read the full article on the Quirk’s website.