The notion of a new year brings a sense of a fresh start, a chance to start anew.
This is the time of year when 45% of US adults will think about their lives and imagine what they want most to happen in the next year as they make New Year’s Resolutions. These resolutions are really about our aspirations.
- What do we wish were different about our lives?
- What do we want to achieve?
- What do we wish we did less of?
- What do we want to do more of?
Continue reading “New Year’s Resolutions and Consumer Aspirations”
- 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 context of using your product or service goes a long way in making a meaningful connection with them. You must then demonstrate you understand their needs through product / service design and your marketing communications to ensure their loyalty. Ideally, you would want your customer to say after using your product that this brand/company understands me. Continue reading “Creating Products that Resonate: Feel Your Customers’ Emotions”
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 me apart from other qualitative research consultants and moderators is that I have actually designed products that have gone to market. This issue of The Insight will highlight some of the ways I have used qualitative research to help my clients design winning products.
Continue reading “Evaluating New Product Ideas”
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.
Begin by identifying and understanding the context in which your product or service is used. Continue reading “Understanding the Ideal Experience”
Consumer delight should be the driving force or the high bar that marketers and product developers strive to achieve. A delighted consumer is a satisfied consumer; a long-term consumer is a more profitable consumer.
Consumer delight is the moment that occurs when someone using your product or services finds their emotional and physical needs well satisfied and their expectations well exceeded. Delighting your customers usually requires doing something they did not think possible or delivering a level of service not expected. It will result in your consumers being so thrilled with your product or service that they may tell others about it. Continue reading “Delighting Your Customers”