Business Research Proposal: Innovative Cat Litter Box for the North American Market

Recommended Frameworks: Jobs-to-be-Done (JTBD) & Kano Model

Framework Explanation

• Jobs-to-be-Done (JTBD): This framework helps us understand the real reason a customer "hires" a product. Instead of focusing on the product itself, we focus on the "job" the customer is trying to accomplish. For a litter box, the job is not just "to hold cat litter," but could be "to maintain a clean and pleasant-smelling home without daily effort," or "to ensure my cat is healthy and comfortable." It focuses on the underlying motivation and desired outcome.
• Kano Model: This model is used to categorize product features based on their ability to create customer satisfaction. It helps prioritize development efforts by classifying features into three main types:
  • Must-haves (Basic Features): If these are missing, customers will be extremely dissatisfied. (e.g., the box must contain the litter).
  • Performance Features: The more you provide of these, the more satisfied customers become. (e.g., better odor control).
  • Delighters (Attractive Features): These are unexpected features that create delight and can become a key differentiator. (e.g., a litter box that automatically tracks a cat's weight and bathroom frequency).

Applicability to Your Problem

Part 1: Information Collection

1. Web Search Plan

• Search Content & Purpose:
  • Queries: "Best cat litter box under $100 North America," "top-rated automatic litter boxes 2025," "Chewy cat litter box reviews $50-100."
    • Analysis Purpose: To identify direct competitors in your price range and catalog their core features, materials, and design aesthetics. This list becomes the foundation for your feature analysis.
  • Queries: "cat owner complaints about litter boxes Reddit," "litter box problems forum."
    • Analysis Purpose: To gather uncensored, real-world pain points. These complaints are direct inputs for identifying the "Jobs" customers are trying to get done.
  • Queries: "eco-friendly cat litter box materials," "sustainability trends pet products North America."
    • Analysis Purpose: To research materials (e.g., recycled plastics, bamboo) and production methods that could become "Delighter" features or a core part of your value proposition.
  • Queries: "TikTok viral pet products," "Instagram pet influencers favorite products," "innovative pet product features on TikTok."
    • Analysis Purpose: To identify aesthetic trends and specific "shareable" features that resonate on social media. This is crucial for defining features that have viral potential.

2. User Interview Plan

• Interview Subjects:
  • Recruit 8-10 North American cat owners. Ensure a mix of:
    • Living Situations: Apartment dwellers vs. homeowners with more space.
    • Cat Ownership: Single-cat vs. multi-cat households.
    • Experience Level: New cat owners (last 1-2 years) vs. long-time owners.
    • Product Usage: Users of basic, cheap litter boxes vs. users of high-end automatic ones.
• Core Interview Questions:
  • To uncover the Job-to-be-Done (JTBD):
    1. "Tell me about your current litter box setup. What do you like and dislike about it?"
    2. "Walk me through the last time you had to clean the litter box. Describe the entire process from start to finish."
    3. "What's the most frustrating part about managing your cat's litter situation? Have you tried to solve this? How?"
    4. "If you could wave a magic wand and have the perfect litter box experience, what would that look like and feel like for you?"
    • Analysis Purpose: These open-ended, story-based questions will reveal the emotional and functional "Jobs" (e.g., "keep my home guest-ready," "avoid the daily disgusting chore").
  • To gather data for the Kano Model:
    1. "Now I'm going to list some potential features. For each one, tell me how you would feel if a $75 litter box HAD this feature, and how you would feel if it DID NOT have it."
       • Feature Examples: A fully enclosed design, a design made from 100% recycled plastics, an integrated litter-tracking mat, a smart sensor that tracks usage frequency, a modular design for easy cleaning, an ultra-quiet self-cleaning mechanism.
    • Analysis Purpose: By asking about both the presence and absence of a feature, you can classify it. For example, if a user is unhappy when a feature is absent but neutral when it's present, it's a Must-have. If they are delighted when it's present but not upset when it's absent, it's a Delighter.

Part 2: Information Analysis

How to Analyze the Information

1. Define the Core "Jobs-to-be-Done":
   • Review your interview transcripts. Group user stories and frustrations into 3-5 core "Jobs." Frame them as desired outcomes, such as:
     • Job 1: "Give me back my time by minimizing my daily interaction with the litter box."
     • Job 2: "Ensure my home is always fresh and free of embarrassing pet odors."
     • Job 3: "Provide a comfortable and clean environment that supports my cat's health."
2. Create a Kano Model Feature Matrix:
   • Create a spreadsheet with all the features you gathered from web searches and interviews.
   • Based on your interview responses, categorize each feature as a Must-have, Performance, or Delighter. Also, note Indifferent (users don't care) and Reverse (users actively dislike) features.
   • Example Analysis:
     • If 8/10 users expect a box to have high sides to prevent scatter and are annoyed if it doesn't, "high sides" is a Must-have.
     • If users express increasing satisfaction with better and better odor control, "odor control" is a Performance feature.
     • If users' eyes light up at the idea of a design made from sleek, eco-friendly materials but they don't expect it, that's a Delighter.
3. Synthesize the Innovative Product Concept:
   • This is the creative step where you combine your findings to build the product concept. To stand out in the mid-range, your concept must:
     • Fulfill all Must-haves: Your product cannot fail on the basics.
     • Excel on 1-2 Performance vectors: Choose the Performance features that best align with the core JTBD. For example, if the main "Job" is "saving time," then superior ease of cleaning is a key Performance feature to focus on.
     • Include 1-2 high-value Delighters: This is your key to innovation and social media buzz. A Delighter could be a unique aesthetic that looks like modern furniture or a clever modular component for cleaning that users haven't seen before.
4. Develop the Final Deliverables:
   • Use the synthesized concept to structure your final recommendation:
     • Target Persona: Describe the user whose "Jobs" and priorities best match your product concept.
     • Core Product Concept: Write a single sentence defining the product (e.g., "A modular, eco-friendly litter box designed for style-conscious apartment dwellers that eliminates odor and makes cleaning effortless.").
     • Key Feature Set: List the features using the Kano categories to explain their priority and contribution to user satisfaction.
     • Value Proposition: Clearly state how your concept solves the core JTBD better than any competitor in the $50-$100 price range.
     • Social Media Hooks: Identify the top 1-2 "Delighter" features. These are your most visually interesting and shareable assets. Plan how to showcase them in short video formats (e.g., a satisfying "click" as the modular parts assemble, a sped-up video showing a week with no odor).