Category: New Product Development

Common Emotional Motivators Behind Consumer Behavior



It is common knowledge that emotions are powerful drivers in the purchase decision process.  Forging an emotional connection with customers can lead to big payoffs for companies. Consider this example: a major bank launched a credit card that emotionally connected well with Millennials, increasing use among this segment by 70% with 40% new accounts being […]

View Article


Creating Products that Resonate: Feel Your Customers’ Emotions



What emotions do your consumers experience in the context in which your product or service is used? Do their emotions change before, during and after an experience with your product or service?  In order to build lasting relationships with your target audience, you first have to understand them. Learning how your consumer feels in the […]

View Article


Get to Know Your Consumers in their Environment



In-Context Interviews (ICI’s) take place in the context of where a product or service is used or purchased. A key objective in choosing this methodology is to observe and understand the habits, practices and motivations of your target audience as they are using or choosing your product or service. They are sometimes called in-home interviews when […]

View Article


Evaluating New Product Ideas



I am often asked to design qualitative research to provide my clients with insights about their customers’ reactions to their new prototypes or products. I enjoy designing and conducting this type of research because I am able to leverage my experience as a former product developer for a Fortune 100 company. I believe what sets […]

View Article


Understanding the Ideal Experience



Understanding the Ideal Experience An understanding of your target audience’s ideal experience can set the direction for future marketing and product development efforts. Throughout my career, whether developing products at P&G or helping clients gather insights about their target audiences, understanding what the consumer believes would be the ideal experience has been crucial for business success. […]

View Article


Learning from a Dog



Recently I was conducting a series of focus groups for a new idea. At the start of a round of research, there was this wave of optimism on the client side. However, group after group of respondents from a range of target audiences rejected the idea. In my career there have been occasions where an […]

View Article