[10] JTBD Theory is used extensively as part of a methodical approach to product innovation[11] postulating that users "hire" a product to do a "job" and that innovation can be achieved by providing a better way of getting a particular job done.
Used as a framework, JTBD is very similar to outcome-driven innovation, focusing on the functional, emotional, and social 'jobs' that users want to perform.
[19] Existing product development is a process of innovation where products/services are redesigned, refurbished, improved, and manufactured which can be at a lower cost.
Examples of key quantitative indicators include product investment, total innovation investment, product sales share that comes from innovation, manpower use, material consumption, energy consumption, time taken to reach the commercialisation phase or the expected cost recovery or payback period.
Even though similar information can be obtained through quantitative methods, the guidelines argues that due to the qualitative nature of the answers, firms are inclined to provide richer and a different set of data, avoiding duplication.