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Needs assessment in Extension is typically a quantitative process whereby the highest number of votes is deemed to indicate the greatest need. However, this process does not help specialists and county agents know the best response to carry out. A different process is needed to ensure that we in Extension are executing the right responses. In implementing the "jobs to be done" framework, an Extension professional conducts interviews with a small number of audience members to determine the content, kinds of media, and delivery model that will "do the job" for the audience. This article details three cases in which application of this tool supported information product development. [ABSTRACT FROM AUTHOR]