Examinando por Materia "Jobs to be done"

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    Desarrollo de un modelo de negocio innovador apalancado en IA para el aprendizaje autónomo del inglés en profesionales
    (Universidad EAFIT, 2025) Higuita Pulgarín, María Camila; García Uribe, Sandra; Franco Ruiz, Camilo
    This research proposes the design and validation of an innovative business model based on artificial intelligence to facilitate autonomous English learning among Colombian professionals. The solution takes shape in Monamate, a virtual AI-powered assistant that interacts via WhatsApp, enabling natural conversations, contextual feedback, and personalized recommendations. The methodological process combined qualitative interviews, surveys, and a five-day experimental test with 20 users, structured in three phases: diagnosis, proposal, and validation. Frameworks such as the Business Model Canvas, Design Thinking, and Lean Startup were applied. Key barriers, tensions, and motivations were identified using user archetypes (Cooper, 1999) and the Jobs to Be Done method (Christensen et al., 2016). During the experimental phase, value and growth hypotheses were formulated and evaluated according to Ries (2012), allowing analysis of the initial desirability, usability, and viability of the model. The results show a positive perception of the channel, high perceived utility, and willingness to pay, supporting the potential to scale the model. This early experiment informs key strategic decisions for the future development and monetization of the proposal, providing applied evidence for an innovative and context-sensitive educational solution.
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    Motivadores que se presentan al tomar la decisión de compra de un servicio para cuidado de mascotas
    (Universidad EAFIT, 2024) Bermúdez Sánchez, Magda Lorena; Acevedo Mejía, Erika Cristina; Rodríguez Eslava, Juan Felipe
    Today it is part of a cultural anthropology to have a pet in the conformation of households, whether it is included as part of the family or by decision of not having children, opening up possibilities of participation in a growing market. Therefore, the purpose of this exploratory research with a mixed approach will allow to know the motivations that are held around pets that characterize this segment of the population and establish a cause-effect relationship between Jobs to be done, archetypes with the collective unconscious and the actions that are performed to take services around their pets. With all the information gathered in this work, it was found that the motivations for having a pet are inclined towards emotional needs, as they have them out of love for them, they complement their lives and/or families; and for social needs by making, it possible to form communities or tribes. It is found that the activities that users do most with their pets are those of fun and satisfaction of basic needs; and users are profiled with behavioural patterns (archetypes) such as the carer, the ruler and the rebel. This venture may be possible as long as it focuses on providing services that cover all the needs of pet users.