Assume I am a Product Manager for an ethnic grocery delivery mobile app. It will be serving the Toronto GTA region only. I want to conduct some consumer research to determine my consumer’s job-to-be-done.
As a Product Manager for an ethnic grocery delivery mobile app, your target personas should be those who are likely to use the app to fulfill their needs and are interested in ethnic groceries. Here are some personas you may consider targeting:
- Immigrants or people of ethnic backgrounds living in the region who want to buy groceries from stores that cater to their specific cultural needs and preferences.
- Busy professionals and families who value the convenience of having groceries delivered to their doorstep
- Health-conscious individuals who are looking for ethnic ingredients to incorporate into their diet and who want to avoid the hassle of physically visiting multiple stores to find what they need.
To elicit the job-to-be-done of these personas, you can ask questions that help you understand their motivations, pains, and gains. Here are some sample questions you could ask:
- Can you tell me about the last time you needed to buy ethnic groceries? What was your experience like?
- How do you currently go about buying the ethnic groceries you need?
- What do you like and dislike about your current process?
- Have you used Instacart or similar services before? If so, what was your experience like?
- What are some common challenges or obstacles you face when buying ethnic groceries?
- How would you like the process of buying ethnic groceries to be different or better?
- What are some benefits or outcomes you hope to achieve by using an ethnic grocery delivery app?
Remember, the goal is to understand the user’s underlying needs and the problems they are trying to solve. The key is to ask open-ended questions and listen to their stories rather than asking leading questions that suggest a particular solution.