Insights Shoppers are on a mission to get a Job* done. Shopping is a process of finding, buying, and using products to address life’s situations. Consumers will buy a new product when they get a sense of its Job Performance -- how it helps with a particular Job. Innovations need to find better ways to do Consumer Jobs. Shopping is a process of imagination. Imagining how to achieve better Job Performance is the energy that fuels shopper behavior and market demand. The shopper builds and rebuilds imaginary how-will-this-work scenarios involving new products (or old products used in new ways) – but not all the time, and some consumers are better Job innovators than others. Understanding how shoppers innovate (or are blocked from innovating when they don’t find what they are looking for) provides a whole new basis for developing new products – Consumer Job Performance. Innovations need to spark the imagination of shoppers with new ideas for doing consumer Jobs. O I