A research lens that asks what job a customer hired your product to do, rather than what they think of the product. The job has three layers: functional (what it does), emotional (how they want to feel) and social (how they want to be seen). For a bike mount, the functional job is 'holds my phone'; the real job is feeling secure your phone won't fly off at 40mph on a $1,500 bike. You build product and write ads for the second one. The trap is asking about your product directly - 'what do you think of it?' gets you politeness, never the job.
Benchmark. There is no score to hit: the test is whether your product decisions and ads are written to the emotional job, not the spec sheet. Survey for breadth, conversation for depth, and always weight what customers do over what they say they will.