Using ODI properly creates a job story per customer segment which is made up of unmet needs (quantified) for the job and context. This brings precision that other approaches cannot match. They like to explain why it can’t work, but never why it does work.
A full blown ODI exercise can be time consuming, but the trade off is effectiveness. I’ve often used the qualitative approach alone in my work. You might be surprised just how much a properly named job, steps and outcome “statements” will tell you about market opportunities.
I don’t need to write about it. There is a lot here (especially case studies)
or start here. It ends up being pretty simple