Similar to my approach. I am very careful about the vocabulary I use to describe the approach. I focus on people’s purpose, conducting listening sessions to dig deep into their inner reasoning, reactions, and guiding principles. (I employ emotional empathy to establish trust and support during the listening sessions.) I then develop deep cognitive empathy by going through the data to find concepts and patterns. These I build into two things similar to what you mention with JTBD + Personas. I build Opportunity & Gap Analysis diagrams (with mental model diagram making up the top half) + Behavioral Audience segments (depicting different philosophies and approaches to a larger purpose (e.g. “taking care of my clothes” as opposed to “doing my laundry with washer & dryer”).