Category Entry Points vs. Jobs to Be Done: Which is Right for Tracking Your Brand’s Performance?
In short, it depends on your brand’s category.
Category Entry Points (CEPs) has quickly become the go-to theory underpinning much of today’s thinking and research on brand growth. But brands should stop and reflect on whether it’s actually the right framework for their category. We take a look at categories where CEPs can be incredibly effective but also those where an alternative approach, based around the Jobs to Be Done (JTBD) may be the better solution.
Category Entry Points
Category Entry Points (CEPs) refer to the specific situations, contexts, or triggers that prompt consumers to consider a particular category of products. For example, an FMCG brand like a soft drink company might identify CEPs such as ‘feeling thirsty’, ‘at a social gathering’, or ‘taking a break.’ These entry points are valuable because they capture the various consumer motivations that lead to purchase decisions in low-consideration, habitual buying and system one thinking situations.
Why Category Entry Points Work for FMCG Brands:
Capture Impulsive Purchases: FMCG brands thrive on impulse buys. Consumers often make split-second decisions based on needs or emotions that arise in specific situations, like needing a snack during a work break or buying a beverage on a hot day.
Align with Real-World Triggers: CEPs can identify common moments in a consumer’s daily life, aligning the brand with a natural part of their routine and creating habitual purchases.
Drive Top-of-Mind Awareness: By focusing on the ‘when’ of buying, FMCG brands can stay relevant and be the first choice that comes to mind when these triggers occur.
Jobs to Be Done
Jobs to Be Done (JTBD), on the other hand, focuses on the underlying reasons why a consumer is looking for a solution, and it applies particularly well to products and services requiring ‘system two’ consideration. Rather than focusing on situations that trigger a purchase, JTBD zeroes in on the specific goals or ‘jobs’ that the consumer needs to accomplish, such as ‘getting reliable internet service for remote work’ or ‘finding a car with great fuel efficiency for long commutes.’
Why Jobs to Be Done Suits Considered Purchases:
Deeper Insight into Consumer Needs: JTBD delves into the motivations behind a purchase, allowing brands to understand the broader context of why consumers are in the market for a product or service.
Supporting Deliberate Decision-Making: When consumers are researching, they need information that will help them make an informed choice. JTBD addresses these needs, allowing brands to communicate value more effectively for products that are often a bigger commitment.
Differentiation through Problem-Solving: For more complex purchases, consumers are seeking solutions to specific problems. JTBD helps brands define how their offering solves these issues, which can be a strong differentiator in competitive markets.
CEPs vs. JTBD: Which Should You Choose?
While CEPs can be powerful for FMCG brands, they are not as effective for considered purchases. Here’s why:
Impulse vs. Deliberation: CEPs work by understanding the impulsive moments that can lead to purchase decisions. However, when it comes to products that require more research and thought, consumers aren’t acting on impulse. They’re taking the time to compare options, read reviews, and perhaps even speak with other users. This is where CEPs fall short.
Momentary Triggers vs. Job Fulfilment: Considered purchases typically require a different level of engagement. With CEPs, the emphasis is on situational triggers, but for a product like a car or a software subscription, consumers are more focused on finding the right tool for their specific needs. JTBD helps brands clarify exactly how they meet those needs.
Longevity and Trust: Brands in the utility, tech, or automotive industries need to build a relationship with consumers over time, establishing trust and communicating value. JTBD emphasises understanding the consumer’s journey and delivering messages that resonate with their deeper goals, which can cultivate a more enduring connection than the quick-win strategy that CEPs often entail.
The table below gives some real world examples, taking into account some of the key categories and the approach that is typically right for each type of brand.
| Brand category | Best approach | Rationale |
|---|---|---|
| Soft Drinks | CEPs | Driven by impulsive needs (e.g., thirst, refreshment) and situational triggers. |
| Snacks and Confectionery | CEPs | Purchased frequently, often based on mood or immediate craving. |
| Fast Food | CEPs | Influenced by situational factors like time, location, and convenience. |
| Toiletries (e.g., toothpaste) | CEPs | Routine, habitual purchase; low consideration and driven by situational needs. |
| Grocery Staples (e.g., milk) | CEPs | Regular, frequent purchases that are typically routine or need-based. |
| Streaming Services | JTBD | Considered based on entertainment needs, content preferences, and specific use cases. |
| Mobile Phones & Plans | JTBD | Involves research; consumers look for specific features, pricing, and coverage. |
| Insurance Services | JTBD | Consumers compare options carefully based on coverage needs, pricing, and reputation. |
| Home Appliances | JTBD | Typically researched purchases; consumers seek long-term reliability and specific features. |
| Cars | JTBD | High-cost purchase; consumers evaluate performance, safety, and long-term benefits. |
| Software Subscriptions | JTBD | Requires specific functionalities and support for tasks, often involving trials and demos. |
| Utility Providers (e.g. broadband, energy) | JTBD | Long-term decision; consumers assess pricing, reliability, and customer service. |
Final thoughts
Both Category Entry Points (CEP) and Jobs to Be Done (JTBD) focus on making brand growth more customer-centered, but neither fits every brand perfectly. The method chosen should suit the specific needs of the category and the buying habits of customers. For fast-moving consumer goods (FMCG) and other products that are bought regularly, CEP can effectively raise awareness and influence choices. In contrast, for products that require deeper consideration and involve higher costs, JTBD help identify the motivations and needs of your audience, guiding how your brand's offer and messaging connect with these drivers.
Choosing between CEP and JTBD depends on understanding how consumers make decisions and finding the best way to align your brand with their experiences. By tailoring your brand strategy and tracking research to the category or audience journey, you can create an experience that resonates and increases the chances of being the brand of choice when it matters.
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