Jobs to be Done (JTBD)
noun · Customer discovery
Customers "hire" a product to make progress on a job in their life; the job, not the demographic, is the unit of analysis. Naming the job, and the current thing being fired to do it, sharpens the problem and the existing alternatives.
Through a JTBD lens, parents were not buying a tutoring app; they were hiring calm evenings before exams.