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Name:
Yasuko Ito
Company:
Mitsubishi Motor Europe
Position:
Senior Manager of Market Research and Product Planning

Yasuko Ito (Mitsubishi Motor R&D Europe) about Jobs-to-be-Done and Edizon

Yasuko Ito has more than 10 years experience in market research and market analysis in an automotive company. Yasukos focus is on Milestone Researches, Product Strategy, Regional Strategy and Product Planning. She holds a Master's degree in Sports Psychology and a Bachelor's degree in Electronics, Information and Communication Engineering.

Project Summary:

Mitsubishi required input for product planning and developing future car generations, that meet under-served customer needs and provide differentiation from competitors. The ODI project showed new markets of under-served jobs-to-be-done that car drivers have. The results demonstrated opportunities for value creation and cost reduction within attractive niche markets. Actionable customer needs then showed how to design solutions to generate growth.

"JTBD is not just a way to interview. Edizon showed us how to bring it to practice."
Yasuko Ito, Mitsubishi Motor Europe

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