Bridging the Gap: Research & Real-World Needs | HESIE

When: 21.04.2026 | 10:00 am to 12:00 pm

Where: Online 

Info: As a researcher, you’re solving complex problems—but how do you know if your innovation truly meets a real-world need? Traditional market research often falls short in understanding why customers adopt new technologies. This is where the Jobs to Be Done (JTBD) framework comes in.In this interactive session, you’ll learn how to uncover the hidden motivations behind customer decisions and apply entrepreneurial thinking to make your research more impactful. Through real-world examples, we’ll explore: Why customers “hire” technologies to solve specific problem; how to move beyond technical features to address real business need and how researchers can apply JTBD to explore commercialization opportunities. No prior business knowledge needed—just curiosity and a willingness to see your research through a new lens!

More information and registration: https://events.hifis.net/event/3742/