There are forces pulling at us for every decision we make.
This is especially true for consumers making a purchase: Should I stick with my current reality or purchase this other solution?
Should I…
- Buy another button-down from the store I’m used to, or try one from this high-end label?
- Keep working out at home, or get a membership to the gym around the corner?
- Stay with the healthcare specialist with long wait times, or try to get in with a different provider?
Consumers have more choices today than ever before. When they’re faced with so many options, how do they decide? What driving factors cause them to either try something different or stick with the status quo?
In the consumer research space, those driving factors are called the four forces of progress. Let’s unpack them.
JTBD and the four forces
To understand the four forces, it’s important to recognize why consumers make purchasing decisions in the first place. The Jobs-to-be-Done framework (JTBD) asserts that people “hire” products or services to help them achieve specific progress they’re after.
People don’t buy Invisalign to straighten their teeth. They buy it (and deal with the annoying retainers) to get a great-looking smile.
What are the four forces of progress?
The four forces are an important element of JTBD because they impact decision-making. Identifying the forces involved in the decisions surrounding your product or service helps you better understand:
- What’s driving consumer demand for your solution
- Why consumers choose your solution (or a competitor’s)
Consumers have several factors to weigh when choosing whether to switch to a new product or service. This framework helps you identify each of those factors. (It helps you understand why they’re thinking about switching to — or ditching — your product or service.)
Two of the forces of progress encourage consumers to switch, while the other two forces encourage them to stay.
For example, consider a person named David who’s thinking about switching from cable to a streaming service. As he weighs out the pros and cons, the four forces of progress work below the surface to push him in one direction or another.
Push of the situation
What’s pushing David away from the situation he’s used to — traditional cable TV from Comcast?
To start, David’s aggravated with the rising costs. His cable bill seems to change all the time, and always to his surprise. (There’s never a warning.) He doesn’t believe the quality of the service is keeping up with the bill increase, either.
Being tied to a contract with variable costs is making him feel powerless about the situation. And he doesn’t even watch all of these channels… So does he really need to keep paying for cable?
Pull of the new solution
What’s pulling David to explore this other solution — Hulu Live TV?
Since his retirement, David’s had the time to read up on this new alternative that his kids have been talking about called Hulu. Hulu Live TV is much cheaper than cable and doesn’t require a contract. If he doesn’t like it, he can always switch back.
David’s impressed by the mix of channels and on-demand content on Hulu. He wouldn’t need to remember to DVR his favorite shows — the platform will have them up in a few days.
The cherry on top? He can watch on different devices (not just his TV). He wouldn’t have to miss his favorite shows anymore when he travels.
Anxiety of the new solution
What could go wrong with switching to this new solution?
Despite his excitement about Hulu, David questions if he’ll be happy with it. He’s heard that people sometimes have issues with streaming quality. He’s also unsure if all of his favorite channels and sports networks are on Hulu — and if they are now, will they always be? He can’t miss the Yankees.
And what if the internet goes down… Would he lose access to Hulu?
Habits of the present
What would make it worth it to stick with the status quo?
Let’s face it, David doesn’t particularly love change. He’s comfortable with Comcast, understands how to work the remote and knows how to get to his favorite channels and shows. Plus, they’re already set up on the DVR. This situation isn’t necessarily broken, so why bother with trying to fix it?
Switch or stay?
Clearly, David has a lot to consider. But this predicament isn’t unique to his situation. Switching decisions typically come with several factors to weigh, regardless of the product or service.
David will consider the pros and cons within the four forces and decide whether the push and pull towards Hulu Live TV is enough to overcome his anxieties about the new service and his habits with Comcast. If it is, he will "fire" his cable service and "hire" Hulu Live TV.
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Leverage the four forces in marketing
Why is understanding the four forces of progress important from a marketing lens? You can apply your understanding of the four forces to create targeted messaging that resonates with current or potential customers.
Customer acquisition strategies and examples
Use your understanding of the four forces to aid in customer acquisition.
Customer retention strategies and examples
Understanding the impact of the four forces on your current customers can also help you improve customer loyalty. Apply these strategies to retain customers.
Stay in the know about your consumers
The best way to understand how the four forces of progress impact your consumers is by conducting in-depth JTBD interviews.
Reach out to us to imagine what these interviews might look like for your organization, or stay in our circle to keep learning about Jobs-to-be-Done and design research.
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