Focus on the progress users are trying to make, not the features they request.
In plain English: Focus on the progress users are trying to make, not the features they request.
Use Jobs to Be Done when your research decision depends on discovery & framing behavior rather than a generic summary.
Developer implementation details
Search for what outcomes and progress users are trying to achieve, what triggers them to seek a solution, and what alternatives they currently use including non-consumption. Prioritize forums, reviews, and interview write-ups over marketing copy to surface motivational context.
Structure findings around three job layers: (1) Functional Job — the core task; (2) Emotional Job — how users want to feel; (3) Social Job — how users want to be perceived. Use "When I [situation], I want to [motivation], so I can [outcome]" framing. Identify key hiring and firing triggers.