CONSUMER BEHAVIOR MODEL
Identifying and understanding the right problem
and asking the right questions provides a better chance
for more breakthrough solutions.
Researchers and marketers alike, often don’t see beyond
the immediate issues at hand, which can limit the data gathered.
Consider the difference between convention, “What
qualities do you look for in a deodorant?” vs. an
unexpected question in an unexpected way, e.g., “What
makes you really nervous?”
Further , sometimes the way questions are asked doesn’t
distinguish between okay, good, and great. Preference scores
might indicate the best of choices posed, but not whether
a solution itself, is great, or good, for that matter. We
remember a story a consumer once told us, “They asked
me all these questions, but they never asked me if the dog
ate the food!”
Successful companies develop solutions grounded in consumer
needs. Consumer needs are long-lasting. Solutions, on the
other hand, are ever-evolving and the bar can always be
raised. By understanding people’s needs, companies
can better predict whether consumers will be interested
in a new product or even a style of advertising. And, it
encourages companies to constantly innovate better ways
to serve those needs.
The challenge, however, is that people are often oblivious
to many of their needs. This creates a difference between
needs that are articulated and those that go unarticulated.
Most companies respond to articulated needs. They’re
cheaper and faster to uncover and are what most traditional
research reveals. That’s because the consumer is reporting
what they can remember and think of at the time they are
asked. These approaches to building a consumer behavior
model are less likely to uncover the unarticulated needs
of which the consumer is unaware. That is, until someone
observes the behavior in the context in which it just occurred
and asks them about it.
At Yeowzah, we believe competitive
advantage through insight comes from understanding and responding
to both articulated and unarticulated needs. As such
we help our clients build an actionable consumer behavior
model that incorporates consumer behavior, thoughts and
feelings. By adding the unspoken needs and behaviors, you’ll
know what the competition knows and what they don’t
know. And once we help you act on those needs, only then,
will consumers and the competition know what they didn’t
know!
Yeowzah, Inc. a results-oriented marketing, management,
consulting firm, specializing in a consumer behavior model
that leverages consumer insight and understanding in business
development strategy, marketing and brand development programs
that define critical thinking decision making.
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