Reference table
Category entry points vs jobs to be done vs trigger events
Three frameworks that get confused, compared on six dimensions
A side-by-side comparison of three demand frameworks that are often mixed up. Category entry points are recurring situations that cue a category and are measured as a brand's share of those situations across many buyers. Jobs to be done describe the progress a customer wants and need small, deep samples. Trigger events are single moments that start a deal and are tracked as signals. Use it to pick the right study, then run the interviews in Koji.
Where this appears
What's in this reference table
| Category entry points | Jobs to be done | Trigger events | |
|---|---|---|---|
| Core object | A situation that cues the category | A goal the customer hires a product to achieve | A discrete event that starts a buying process |
| Time horizon | Recurring, often habitual | Stable across occasions | A single moment in a specific deal |
| Primary use | Mental availability and media planning | Product design, positioning, segmentation | Sales timing and demand capture |
| Measured as | Share of situations the brand is linked to, across a population | Progress, struggle and switching forces | Presence or absence of a signal |
| Typical unit | The occasion | The customer | The account or deal |
| Sample needed | Large, quantified | Small, deep | Operational, ongoing |
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Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/category-entry-points-vs-jobs-to-be-done-vs-trigger-events"><img src="https://www.koji.so/visuals/category-entry-points-vs-jobs-to-be-done-vs-trigger-events/category-entry-points-vs-jobs-to-be-done-vs-trigger-events.png" alt="Table comparing category entry points, jobs to be done and trigger events by core object, time horizon, use, measure, unit and sample needed" width="1200" height="852" /></a>
<p>Source: <a href="https://www.koji.so/visuals/category-entry-points-vs-jobs-to-be-done-vs-trigger-events">Category entry points vs jobs to be done vs trigger events</a>, Koji</p>
