The Framework Academic Publishers Should Embrace to Better Understand Authors

Researchers today are under more pressure than ever. From funding deadlines and impact metrics to open access mandates, the job of being a researcher is changing.

Yet when it comes to understanding what authors actually want from a publisher, many organisations often fall back on vague personas.

That’s where the Jobs to Be Done (JTBD) framework comes in. It will help you uncover what authors truly need so you can create experiences they value and remember.

What Is Jobs to Be Done?

In simple terms, Jobs to Be Done is a framework that helps organisations understand why people choose to use a product or service.

The key idea? People don’t buy products — they hire them to solve a problem or complete a job.

Researchers don’t submit a paper just because they “need to publish.”

They submit to get a job done — like gaining recognition in a new field, fulfilling grant requirements, or influencing a real-world issue.

The Gap in How Publishers Understand Authors

Today, most publishers segment their author audience using familiar labels:

• Early-career vs. senior researchers

These labels help with general targeting, but they don’t reveal the motivations that drive behaviour.

Why did a researcher choose your journal?

Why did they ignore your call for papers but submit to another one with a lower impact factor?

Without knowing the job an author is trying to get done, publishers are essentially flying blind.

What Jobs Are Authors Trying to Do?

Let’s explore some real “jobs” academic authors are trying to accomplish.

To figure this out, I did some netnography on Reddit — specifically in a thread called “Which journals still have credibility?” — and here’s what I found:

• User 1: “It feels wrong to prop up journals run by such clearly bankrupt companies and a bad system.”

This author is frustrated by the ethical failures of major commercial publishers.

• User 2: “I will only publish in society journals that publish open access or allow self-archiving.”

This author supports open access but wants to ensure it’s not a pay-to-publish shortcut.

• User 3: “Multiple rounds of reviews… the manuscript is now much higher quality but also hard fought to get published”

This researcher values rigorous feedback, even if the publishing process is tough.

After analyzing these comments, we can group each job into three categories to help publishers better understand the core themes:

Functional: Publish in credible journals; avoid fraud; get quality peer review; access open publishing; choose respected editorial boards

Emotional: Feel proud and ethical; align with academic values; feel part of trusted communities

Social: Be seen as credible, rigorous, and relevant to their field

How Publishers Can Use the JTBD Framework

Academic publishers have an opportunity to improve how they serve and market to authors.

Here’s how to get started:

1. Interview for Motivation

Talk to authors and ask:

• “What were you trying to achieve with your last submission?”

• “What almost stopped you from submitting?”

• “What would’ve made the experience better?”

Focus on moments of frustration and progress.

2. Rethink Journal Positioning

Instead of saying, “We have a 2.5 impact factor,” say, “We help early-career researchers publish fast and build visibility.”

3. Tailor Marketing Messages by Job

Not every campaign needs to appeal to all researchers.

Segment by job:

• Speed and efficiency

• Career advancement

• Policy influence

Each job = a different message, a different value proposition.

Finally, Authors Don’t Submit Papers. They Hire Journals.

The next time you plan a marketing campaign, commission a new journal, or design an author experience, ask yourself:

• “What job is the author trying to get done?”

• “And how can we be the best journal to help them do it?”

This shift in perspective could be the most important thing you do for your publishing strategy this year.

At KGL Accucoms, we help publishers move beyond assumptions and truly understand what motivates their authors. From designing author-focused research interviews to running targeted marketing campaigns that speak directly to the jobs researchers are trying to get done, we translate insight into action.

Whether it’s positioning your journals for growth, building trust with new author communities, or tailoring campaigns that drive submissions, our team knows how to turn frameworks like JTBD into measurable publishing impact.