Table 2.

For each user group, we provide an example aligned theme, illustrative quote, and Jobs To Be Done mapped to the relevant evaluation stage.

User group	Evaluation stage	Theme	Illustrative quote	Jobs To Be Done
Academic	Stage 2: setup, information, guidance, and tools	Evaluation methods	“You have a set of tools and paradigms that are going to be suitable for different types of problems. When you’re investigating different types of problems, for particular types of stakeholders, which particular types of objectives, or even particular types of technology, or particular stages of innovation, you have to be careful about finding the right thing and not trying to squeeze a round peg into a square hole.”	As an evaluator When I design/set up an evaluation I need access to a range of evaluation tools and paradigms So that I can choose the one fit for the problem
Digital	Stage 4: outcomes, feedback, and decisions	Design process	“It’s fundamental to my role in a non-academic non-traditional sense, as far as a non-empirical sense, because I'm the one who manages [metric company name] and given what it takes to insure and also the research we conduct with users to define and validate services prior to committing resources developing them. But also to maximize them later, so we use informal or design led evaluation means to validate, to research, to prove assumptions prior to designing things.”	As a digital professional When deciding what to design and how to design it I need to validate service propositions by proving assumptions So that I can be confident in committing resources developing them
Public health	Stage 0: overview	Funding and costs	“First, we’re using it to channel shift. So, if we can get people to use digital interventions rather than face-to-face interventions which are much more expensive, then we’re developing a range of products and services around that. On sexual health, we have a new program on contraceptive access for women to help them to make choices online and to get their contraceptive online rather than going in through GPa services.”	As a Director of Public Health and Well-being When I am planning service changes I need to know if people will use a digital approach So that we can save money by shifting service from more expensive face-to face-services

^aGP: general practitioner.