Automotive & mobility

B2B

Modernising a 40-year-old automotive data business to compete in a fast-changing market

Client

JATO Dynamics

JATO Dynamics

Model

Embedded strategy

Embedded strategy

Car dealership professional viewing JATO reports dashboard on desktop monitor with showroom visible through windows behind

Services

User research

User research

Product strategy

Product strategy

Proposition testing

Proposition testing

Info

JATO Dynamics, a 40-year-old automotive data provider, needed to become a modern intelligence platform, meeting changing client demands and capturing new market categories across 50+ countries.

Product teams had grown disconnected from customers. We used Jobs-to-be-Done evidence to find where the real value was, then a four-week research sprint grew into a two-year partnership.

Research synthesis flow diagram showing evidence gathered into insights, findings and conclusions held in a research repository
Research methods staircase plotting desktop, qualitative and quantitative methods by scale and difficulty, with user interviews highlighted
Jobs to be done framework showing When (situation), I want to (motivation), So I can (expected outcome) flow
Importance vs satisfaction scatter plot categorising jobs as underserved, served right or observed

Challenge

JATO faced three challenges: product teams were disconnected from customers, legacy assumptions were misaligned with market realities and siloed verticals that operated independently without shared insights.

This fragmentation limited competitive product development, whilst rivals increasingly offered integrated platforms with modern UX and reporting capability.

Our analysis

The JATO product team knew they had a problem but needed to cut through internal politics, process blockers and stalled decisions to secure scarce technical resources.

What they needed was a fundamental rethink of how they understood customer value and made product decisions. Grounding those decisions in evidence, rather than internal assumption, would align the teams and break the deadlock.

JATO reports dashboard with latest report cards for UK C-SUV, Electric SUV and T-Roc comparisons, plus saved reports table
JATO benchmark creation screen for UK C-SUV comparison with market, brand and model selection showing Volkswagen range
JATO comparison report for Tiguan, RAV4, XC40 and 3008 showing pricing index, specs, equipment and lease details
JATO basket builder with Toyota model selection modal showing Yaris Cross and C-HR with trim and version dropdowns

What we did

01.

Reconnected JATO with their users

Introduced structured qualitative research methodologies that JATO could own and repeat. We recommended qualitative interviews as JATO needed to reconnect with the real end user of their products, not just procurement leads and budget holders.

Reconnected JATO with their users

Introduced structured qualitative research methodologies that JATO could own and repeat. We recommended qualitative interviews as JATO needed to reconnect with the real end user of their products, not just procurement leads and budget holders.

02.

Implemented Jobs-to-be-Done (JTBD) framework

JTBD provided JATO with a unified and repeatable framework for understanding what customer needs drive behaviour. Rather than asking what features customers wanted, we explored why they "hired" JATO's products, revealing critical underserved jobs that directly informed JATO product market fit.

Implemented Jobs-to-be-Done (JTBD) framework

JTBD provided JATO with a unified and repeatable framework for understanding what customer needs drive behaviour. Rather than asking what features customers wanted, we explored why they "hired" JATO's products, revealing critical underserved jobs that directly informed JATO product market fit.

03.

Built cross-functional stakeholder alignment

Facilitated workshops bringing together previously siloed teams. Developed user archetypes based on functional jobs rather than demographics, and created value proposition canvases connecting customer needs directly to JATO's capabilities.

Built cross-functional stakeholder alignment

Facilitated workshops bringing together previously siloed teams. Developed user archetypes based on functional jobs rather than demographics, and created value proposition canvases connecting customer needs directly to JATO's capabilities.

04.

A four-week sprint that became a two-year partnership

What began as a four-week research sprint grew into a two-year partnership: advising on product vertical monetisation strategy, validating new revenue models, modernising the retail platform, and testing new product development and future value propositions. As each phase delivered, the partnership moved on to the next challenge with them.

A four-week sprint that became a two-year partnership

What began as a four-week research sprint grew into a two-year partnership: advising on product vertical monetisation strategy, validating new revenue models, modernising the retail platform, and testing new product development and future value propositions. As each phase delivered, the partnership moved on to the next challenge with them.

Vehicle card for Toyota Yaris Cross with trim and version selectors and add to basket button
Two saved basket cards for UK C-SUVs and EU Sedans showing market, vehicle lists and view basket links on red background
Basket tree view showing hierarchical selection: United Kingdom, Toyota, RAV4, Dynamic trim, 2.5 Petrol Hybrid
Volkswagen model selector showing ID.Buzz, T-Cross and Taigo with radio buttons
Two report cards on dark background: UK C-SUV comparison July 2022 and Electric SUVs comparison Q1 and Q2 2022
Side-by-side comparison cards for Toyota RAV4 and Volvo XC40 showing index scores, monthly payments, GFV and lease terms

Project impact

Bootstrapped research capability

Shared repositories and frameworks enabled cross-vertical insights, making evidence-based approaches standard practice. We transferred these capabilities to JATO teams and UX leads.

Bootstrapped research capability

Shared repositories and frameworks enabled cross-vertical insights, making evidence-based approaches standard practice. We transferred these capabilities to JATO teams and UX leads.

Accelerated strategic decisions

We established clear frameworks for understanding customer value, so the team could move faster from insight to action, with decisions grounded in evidence rather than anecdote.

Accelerated strategic decisions

We established clear frameworks for understanding customer value, so the team could move faster from insight to action, with decisions grounded in evidence rather than anecdote.

Built momentum for change

We broke down silos by building stakeholder alignment across the organisation, so anecdotal feedback gave way to decisions made on evidence.

Built momentum for change

We broke down silos by building stakeholder alignment across the organisation, so anecdotal feedback gave way to decisions made on evidence.

Ready to build product capability that compounds?

Embed a senior specialist in your team for the long term: they build your team's ability to decide on evidence and move on to the next challenge as each is mastered.

For JATO, a four-week research sprint grew into a two-year partnership on vertical monetisation and new revenue models. Let's talk about embedding it in yours.

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