Switching Forces - A guide
Read our guide to the JTBD framework to unlock strategies for growth and retention.
The Switching Forces framework, originally developed by Bob Moesta and the Rewired Group, builds upon the Jobs to Be Done (JTBD) framework by providing a structured way to understand why people switch from one product, service, or behaviour to another. While JTBD uncovers the deeper motivations behind why customers ‘hire’ a product, the Switching Forces Model systematically breaks down the specific drivers and barriers that promote or impede change.
Learn more about the four forces of Switching
The eternal growth & retention challenge
Understanding why people change their behaviours—or why they don’t—is fundamental to designing services, experiences, and messages that truly resonate. Whether a company is looking to attract new customers, improve retention, or drive broader behavioural shifts, success hinges on identifying and addressing the real forces at play in decision-making.
Unlike traditional market research or customer journey mapping, which broadly identify drivers and obstacles, the Switching Forces Model provides a more structured and actionable framework. It applies across industries, from brand switching and digital adoption to lifestyle changes and charitable support, helping brands develop solutions that align with consumers' functional, emotional, and social goals.
Switching Forces Model:
Switch
Push forces
DRIVE SWITCHING: Unmet needs, dissatisfaction, or pain points with the current situation (or brand) that drive people to switch.
Pull forces
ATTRACT TO NEW SOLUTIONS: The features and benefits of a new solution, brand, or product that attract customers to switch to a new behaviour (or brand).
P
H
P
A
Habitual forces
INERTIA & RESISTENCE TO SWITCHING: The behavioural forces and inertia that prevent switching to a new behaviour, brand, or product.
Anxiety forces
CONCERNS THAT IMPEDE SWITCHING: The reservations and concerns that must be addressed before someone is likely to switch behaviours or brands.
Stay
Switching Forces Examples
Below we take a closer look at each of the four forces, using Music Streaming subscriptions as an example...
Push Forces:
What drives people away from what they do now towards something new (solution, brand, product or service)?
Push forces arise when a consumer’s current solution no longer meets their needs or when situational changes lead to a new need or make their current option less viable. These forces can stem from dissatisfaction, frustration, or shifts in personal circumstances. For example, price increases, poor customer experience, a house move - these can all lead to push forces.
EXAMPLE PUSH FORCES FOR MUSIC STREAMING SUBSCRIPTIONS
Poor recommendations that don’t match listening habits.
A cluttered or unintuitive user interface.
Frequent price increases without added value.
Limited offline listening options or restrictive download limits.
Overwhelming ads in free-tier versions.
Buying a new smart speaker system that supports Hi-Res audio.
Repetitive playlists that don’t evolve with user preferences.
Pull Forces
What attracts users to something new (solution, brand, product or service)?
Pull forces represent the appeal of an alternative solution or new behaviour, drawing the consumer towards making a switch. These forces can be rational (e.g. better pricing) or emotional (e.g. feeling part of a trend). Pull forces are often driven by innovation, improved features, or stronger alignment with personal preferences.
EXAMPLE PULL FORCES FOR MUSIC STREAMING SUBSCRIPTIONS
Exclusive content, such as artist-curated playlists or podcasts.
A superior recommendation algorithm that personalises listening better.
More affordable or flexible pricing options (e.g., student or family plans).
Higher sound quality or lossless streaming options.
Better cross-device integration and seamless transition between devices.
More social or interactive features (e.g., collaborative playlists, AI-generated mixes).
Improved offline listening capabilities with unlimited downloads.
Habit Forces
What habits and biases keep users from switching to something new (solution, brand, product or service)?
Habit forces create inertia, making it easier for consumers to stick with what they know rather than explore new options. These are often rooted in behavioural biases, such as the status quo bias (a preference for the familiar) and loss aversion (the tendency to weigh potential losses more heavily than gains).
EXAMPLE HABIT FORCES FOR MUSIC STREAMING SUBSCRIPTIONS
Familiarity with the interface and experience.
An extensive history of curated playlists and liked songs.
Existing premium subscription benefits, such as family plans or student discounts.
Integration with other services (e.g. Spotify connect or Apple Music with Apple devices).
Strong emotional attachment to their listening data and preferences.
Inertia—simply not wanting to go through the effort of switching.
Shared accounts or playlists with friends and family.
Exclusive content, such as artist-curated playlists or podcasts.
Anxiety Forces
What concerns and fears prevent users from making the switch to something new (solution, brand, product or service)?
Anxiety forces create fear or uncertainty about switching, preventing action even when a better option exists. These concerns can be practical (e.g. loss of data) or psychological (e.g. fear of regret). Some anxieties are rooted in decision paralysis, where the effort in having to make a choice is in itself a force that prevents change.
EXAMPLE ANXIETY FORCES FOR MUSIC STREAMING SUBSCRIPTIONS
Losing carefully curated playlists and liked songs.
Concerns over the quality of recommendations on a new platform.
Uncertainty about pricing, hidden fees, or future cost increases.
Worries about compatibility with existing devices and ecosystems.
Fear of losing offline downloads and having to manually rebuild a library.
Concerns about data privacy or how a new service handles user information.
Uncertainty about customer service responsiveness or issue resolution.
WHY SHOULD YOU USE IT?
Benefits of Switching Forces framework.
The Switching Forces framework offers several key benefits over standard ‘drivers and barriers’ or customer journey studies.
More Actionable
Goes beyond identifying drivers and barriers by breaking decisions into competing forces, making insights easier to apply.
Cross-team synergy
Bridges product, marketing, and experience design by providing a shared framework for driving meaningful change.
Non-linear journeys
Recognises that switching isn’t a linear journey but a push-and-pull, providing insights for both acquisition and retention.
Holistic View
Captures emotional, social, and functional needs, revealing deeper motivations than traditional research methods.
Implicit insights
Considers external influences like peer pressure, habit formation and biases which other models can often overlook.
Human-centred
Like JTBD switching forces is inherently human-centred - enabling brands to grow by adding value for users.
Researching Switching Forces
A typical Switching Forces project will be mixed-methods - including secondary research into relevant trends and behavioural biases, in-depth contextual qualitative research to surface the four forces, and quantitative research to identify which of the identified forces (and interventions) would be most impactful.
Methods to Discover and Activate
Secondary
research
Identify context and shape hypotheses, including Behavioural factors.
Qualitative
interviews
Close to the moment interviews to uncover and unpack forces, with context.
Quantitative
surveys
Identify the most powerful forces and impactful interventions.
See below for a Switching Forces case study for
News Broadcasting:
WAVEFORM CASE STUDY:
Using Switching Forces to shape strategies for boosting online radio listening for News Broadcasting.
The Challenge
News Broadcasting, home to talkSPORT, Times Radio, and Virgin Radio, sought to increase registered listeners across its digital platforms. While online listening offered personalised experiences for users and valuable data for the company, many listeners defaulted to traditional radio. The challenge was to understand and overcome barriers to digital engagement.
Our approach
Partnering with Waveform, News Broadcasting applied the Switching Forces model to uncover the psychological and practical factors influencing listener behaviour. The research journey included:
Qualitative
insights
100 interviews explored Push, Pull, Habit, and Anxiety forces preventing switching to online listening.
Competitor &
behavioural audits
Analysed UX, content, and behavioural biases that would impact registration and online listening.
Quantitative
validation
A robust survey of offline radio listeners, including MaxDiff analysis, prioritised switching interventions.
Outcome
The project provided the marketing, product, and UX teams with clear direction on interventions and initiatives to boost online listening behaviours.
Strategic clarity: A unified insightful framework guiding product, marketing, and data teams.
Product innovation: Prioritised feature development to enhance online listening.
Marketing campaigns: Data-backed messaging to encourage digital adoption.
Waveform’s insights have been instrumental in shaping our strategy to convert more listeners to digital platforms.
Head of Insight
Want to inform your strategies with Switching Forces?
Have a project to discuss? Want to know more about our services and approach? We’d love to hear from you.