Also, the method Jobs To Be Done has its roots in the works by Gary Klein, Amos Tversky, and Daniel Kahneman, who studied the process of decision making, why customers don't always make rational decisions, not always act in their best interest and are sometimes inconsistent in their opinions.
The philosophy was brought to the limelight and acknowledged as a consistent methodology at the end of the 80s. This resulted from the efforts of a businessman named Bob Moesta and a professor at Harvard Business School, called Clayton Christensen.
In the article
for Harvard Business Review and the book "The Innovator's Dilemma," Christensen states that the growing amount of data that reflects the performance of users does not help but mislead the company.
The data shows interconnections (68% of users like page A, more than page B), but they have no viable explanation why they prefer page B.