Direct-to-consumer ecommerce · United Kingdom and Ireland

Personal Purchase-Confidence Officer

standard research

Job Specification

Spec card

Job Title

Employer

A time-poor shopper spending discretionary money they must justify to themselves, with a history of items that did not look like the photos.

Vacancy / Trigger

A need with a deadline — an event, a broken replacement, a gift — or a moment of desire that opens a short, closable window.

Job to Be Done

Convert an uncertain want into a purchase that will still feel correct a week after it arrives.

Job Location

On a phone, in bed, at night, with low patience and a comparison tab already open.

Current Employees

Large marketplace, Physical store, Direct brand site, Review videos and creators, Asking a friend, Wait for a sale, Close the tab

What the customer evaluates

Functional

Emotional

Social

Everything hired to do this job

Alternative	Part of the job it performs	Why the customer hires it
Large marketplace	Fast, cheap, low-risk acquisition	Speed, price and a trusted returns process
Physical store	Verify before buying	Eliminates all fit uncertainty
Direct brand site	Buy the intended thing from the source	Authenticity and identity alignment
Review videos and creators	Simulate the product in real conditions	Closest available substitute for touching it
Asking a friend	Borrow trusted judgement	No commercial motive
Wait for a sale	Defer the risk and the spend	Removes the guilt of paying full price
Close the tab	Avoid the decision entirely	Costs nothing and ends the anxiety