- 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”
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”
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 idea we were researching was a loser and somewhat affectionately termed a “dog.” If you work in the market research industry or in product development long enough, you will certainly see your share of them.
An Old Dog Can Teach You Some New Tricks
Continue reading “Learning from a Dog”