Using the JTBD framework, my team interviewed reasons why ppl hire our seminar/meeting rooms and found not only functional purposes, but importantly, emotional and psychological elements related to the “why”. One that sticks till now is a response: fear of losing her job (as a researcher) if the seminar is not successful in securing a grant for its research. The meeting room space needs to provide ideal thermal comfort, close to facilities, comfortable chairs, sitting arrangements, etc - this is the “job”.