commerce-jtbd-persona

JTBD + Persona Analysis (Commerce JTBD & Persona)

Overview

This is a 1-skill, 2-mode skill that analyzes review and Q&A data. It automatically generates e-commerce sellers' customers' purchase motivations (JTBD) and specific personas based on data.

Data Sources:

Naver Shopping reviews — copied text or screenshots of product page reviews
Own mall (Cafe24, etc.) reviews — admin review export file
Own mall Q&A — admin Q&A export file (pre-purchase anxiety and question patterns)
Link market research results (commerce-market-research output) as input

Data Integration: If a connected commerce MCP connector is available, it directly retrieves reviews and Q&A; if not, it analyzes export files, copied text, or screenshots attached by the user.

Trigger Keywords

JTBD, customer motivation, purchase reason, jobs to be done, functional motivation, emotional motivation, social motivation, persona, target customer profile, review analysis, purchase decision factors, customer journey, needs analysis, complaint analysis

Mode Selection

Mode	Flag	Key Output
JTBD Derivation	`--mode jtbd`	9 JTBDs + market-matching priorities
Persona Generation	`--mode persona`	3 personas (8 fields)

If no mode is specified: --mode jtbd run first, then --mode persona sequential execution is recommended.

Workflow — mode=jtbd

Input Slots

Item	Required	Example
Market Research Results	Required	commerce-market-research output .md file path
Product Information	Required	Product name, USP, category
Channel	Optional	SmartStore, Coupang (default: all)

Analysis Order (mode=jtbd)

시장조사 결과 로드 (입력)
  ↓
분석: 기능적 동기 3개 (Functional Job)
      감성적 동기 3개 (Emotional Job)
      사회적 동기 3개 (Social Job)
  ↓
시장 매칭: 각 JTBD × 시장조사 키워드 교차 → 우선순위 1축 산출

Examples by JTBD 3-Category Classification

Guide for writing the JTBD 3-category classification by product category — based on diet powder:

JTBD Classification	Diet Powder Example	Key Verbs/Expressions
Functional JTBD (the job the product must actually perform)	"I need help losing weight" / "I want to easily control calories" / "I want to manage weight while maintaining essential nutrients"	"can ~", "does ~" (product capability)
Emotional JTBD (emotions and psychological satisfaction desired from using the product)	"I want to feel confident about my body" / "I want to feel a sense of self-control and accomplishment" / "I want to stick to a diet without stress"	"a feeling of ~", "an emotion of ~" (emotion)
Social JTBD (how you want to appear to others)	"I want to appear as a wise person who takes care of their health" / "I want to be perceived as someone with a trendy lifestyle" / "I want to be recognized as someone who manages themselves well"	"I want to appear as a ~ person" (social position)

Key Point: Even for the same product, the JTBD that each customer values can differ, and effective marketing is about satisfying all these diverse needs.

4 Trigger Patterns of Psychological Needs

The concept of "Psychological Need" corresponds to this skill's emotional JTBD. It is the largest market, and marketers can directly trigger it through timing and channels:

Trigger Pattern	Mechanism of Action	Marketing Channel Examples
Reward Psychology	"I worked hard today → I should buy myself something"	Instagram feed ad after overtime
Anxiety Relief	"I'm afraid something bad will happen if I leave it as is"	Search ads + review credibility
Boredom	"I'm bored, so should I buy something?"	SNS discovery feed + limited edition
Social Stimulation	"Everyone else is buying it, am I the only one missing out?"	Influencer + social proof

Application: If you map the 3 emotional motivations among the 9 JTBDs to the 4 trigger patterns above, persona marketing channel selection is naturally determined.

Target Temperature Metadata

When generating a persona, relationship temperature with the brand metadata is added:

Temperature	Definition	Persona Message Strategy
🟦 Cold	Someone who doesn't know me at all	"Buy now" ❌ / Trigger psychological needs and create interest ✅
🟨 웜	Someone who has had contact once (ad/video/follow)	Can be acquired more cheaply than cold, such as viewers who watched 50%+ of a video
🟧 핫	Someone who visited the site and left (cart abandonment)	Resolve lack of trust and price hesitation — social proof + small benefit
🟥 Super	Someone who has already purchased	Onboarding, community, and VIP benefits rather than ads. Best seed for Lookalike

Add the "target_temperature": "콜드/웜/핫/슈퍼" field to the persona output JSON.

Workflow — mode=persona

Input Slots

Item	Required or Not	Example
JTBD 9개	Required	mode=jtbd output
Shopping mall URL / Product ID	Recommended	Naver Smart Store or Cafe24 product URL
Minimum review count	Automatic	10 reviews (fallback automatically applied if insufficient)

Analysis order (mode=persona)

1. 네이버 리뷰 수집 (커넥터 조회 또는 첨부 데이터, 최소 10건)

2. 자사몰 리뷰 수집 (최소 10건)

3. Q&A 수집 (구매 전 불안·질문 패턴)

4. JTBD 교차 분석
   → 리뷰+Q&A × JTBD → 페르소나 군집 3개 분류

Fallback rules

Automatically applied when fewer than 10 reviews:

WHILE 본인 상품 리뷰 < 10건:
  → 같은 카테고리 상위 노출 상품 1개의 리뷰 10건으로 대체
  → 출력 시 "(대체 데이터: {상품명} 리뷰 기반)" 명시

ai-slop-reviewer automatic chaining (HARD)

Since the mode=persona output is a text persona profile, moai-coworker:ai-slop-revieweris automatically chained. Immediately after slop review, moai-writer:korean-humanizeremoves the Korean AI feel (after slop review, required).

Review items:

Naturalize AI-specific narrative patterns ("~한 분", "~을 추구하는")
Remove persona name and occupation clichés
Adjust to descriptions based on concrete figures and actual behavior patterns

Usage example

"/commerce-jtbd-persona --mode jtbd 비건 스킨케어 상품, 시장조사 결과 첨부"
→ 기능적(성분 안전성, 피부 개선, 흡수율) × 감성적(자기관리 만족감, 클린 라이프스타일, 죄책감 없는 소비) × 사회적(지속가능 소비 표현, 미닝아웃, 또래 추천) JTBD 9개 + 우선순위

"/commerce-jtbd-persona --mode persona"
→ 메인 페르소나: 박지연(32세, 직장인, ...) + 보조 1: ... + 보조 2: ...
→ 마지막에 ai-slop-reviewer 자동 검수

"/commerce-jtbd-persona 반려견 간식 — JTBD부터 페르소나까지 한 번에"
→ JTBD 9개 → 페르소나 3명 순차 실행

Output format

mode=jtbd output

{
  "mode": "jtbd",
  "product": "{상품명}",
  "jtbd": {
    "functional": [
      {"id": "F1", "job": "JTBD 내용", "market_keyword": "매핑 키워드", "priority": 1},
      {"id": "F2", "job": "...", "market_keyword": "...", "priority": 2},
      {"id": "F3", "job": "...", "market_keyword": "...", "priority": 3}
    ],
    "emotional": [
      {"id": "E1", "job": "...", "market_keyword": "...", "priority": 1},
      {"id": "E2", "job": "...", "market_keyword": "...", "priority": 2},
      {"id": "E3", "job": "...", "market_keyword": "...", "priority": 3}
    ],
    "social": [
      {"id": "S1", "job": "...", "market_keyword": "...", "priority": 1},
      {"id": "S2", "job": "...", "market_keyword": "...", "priority": 2},
      {"id": "S3", "job": "...", "market_keyword": "...", "priority": 3}
    ]
  },
  "market_match_priority": ["F1", "E2", "S1", "F2", "E1", "S3", "F3", "E3", "S2"]
}

mode=persona output

{
  "mode": "persona",
  "data_source": "본인 리뷰 {N}건 | 대체 데이터 여부: {없음/있음}",
  "personas": [
    {
      "role": "메인",
      "name": "이름",
      "age": 32,
      "job": "직업",
      "daily_life": "일상 묘사 (2~3문장)",
      "needs": "핵심 니즈",
      "frustrations": "주요 불만",
      "values": "가치관",
      "purchase_decision": "구매결정요인 (상위 3개)"
    },
    {
      "role": "보조1",
      "name": "...",
      "...": "..."
    },
    {
      "role": "보조2",
      "name": "...",
      "...": "..."
    }
  ],
  "slop_review": {
    "status": "passed",
    "changes_made": 0,
    "notes": "ai-slop-reviewer 검수 결과"
  }
}

Quality checklist

mode=jtbd:

Complete a total of 9 JTBDs, 3 each for functional, emotional, and social
Specify one axis of market opportunity matching priority (market_match_priority array)

mode=persona:

3 personas (1 main + 2 secondary)
Fill all 8 fields: name, age, occupation, daily life, needs, complaints, values, purchase decision factors
ai-slop-reviewer review trace (slop_review block)

Related skills

Chaining order: commerce-market-research → commerce-jtbd-persona --mode jtbd → commerce-jtbd-persona --mode persona → commerce-detail-page-copy --mode copy → commerce-product-naming → cs-channel-message

commerce-market-research — 1 market research sheet (previous step, mode=jtbd input)
commerce-detail-page-copy --mode copy — Generate 2 sets of persona-based copy
commerce-product-naming — 3 JTBD-based product name options
cs-channel-message — 15 NCM channel-specific messages based on JTBD and personas

When not to use this skill

Copywriting (What, not Why): design-copywriting or commerce-detail-page-copy use
Brand identity design: design-brand-system use
Ad targeting setup (actual execution): Set directly in the ad platform
Qualitative interviews / UX research: Use a separate user research process

About this skill

Overview

Trigger Keywords

Mode Selection

Workflow — mode=jtbd

Input Slots

Analysis Order (mode=jtbd)

Examples by JTBD 3-Category Classification

4 Trigger Patterns of Psychological Needs

Target Temperature Metadata

Workflow — mode=persona

Input Slots

Analysis order (mode=persona)

Fallback rules

ai-slop-reviewer automatic chaining (HARD)

Usage example

Output format

mode=jtbd output

mode=persona output

Quality checklist

Related skills

When not to use this skill