Customer discovery must run deep. You need to talk with a lot of people and you need to probe deeply with each of them. That means understanding their hopes, fears, aspirations, anxieties, beliefs, attitudes, values and more. While a highly trained marketing research moderator may use a variety of qualitative research techniques (including projection, ideation, guided imagery, sorting exercises, etc.) to discover these motivations and behavioral drivers, you can do much of this yourself by asking open-ended response questions and spending more time listening than talking.
The types of questions that can elicit deeper responses include the following:
- What keeps you up at night?
- What is your most pressing need right now?
- If this product or brand were a movie/book/car/party/musical genre/food/etc., what type of movie/book/car/party/musical genre/food/etc. would it be and why?
- How does it make you feel?
- What is missing?
- Do you think the product says anything about you, about who you are?
- Would you recommend this to a friend or colleague? Why or why not?
- What about this appeals to you?
- What is the most important need this would fulfill?
I will give you an example of superficial customer insight versus deep customer insight.
Superficial Insight
Q: Why did you purchase a Tesla?
A1: Because gasoline prices are soaring, electric vehicles (EVs) make increasing sense financially.
A2: Because I care about the environment.
Deeper Insight from Deeper Probing
Q: Why did you purchase a Tesla?
A1: I have always admired Elon Musk and wanted to buy one of his cars.
A2: Teslas are the coolest, newest cars on the road.
A3: Tesla acceleration makes it fun to drive.
A4: Tesla stereo systems are "to die for." I enjoy tooling around listening to some of my favorite music.
A5: I like their clean lines inside and out. They are aesthetically pleasing.
A6: I love showing my car off to others.
A7: I want to support society's transition from fossil fuel powered vehicles to EVs.
A8: I want to help slow down climate change.
A9: When I drive a Tesla, people view me as successful, progressive, an early adopter and environmentally conscious.
A10: Teslas are really fun to drive. They perform very well on the road.
A11: I can always beat other cars across an intersection after a full stop at a stoplight or stop sign.
A12: Teslas have fun "toys" - whoopee cushion noises under seats, light show, caraoke, Netflix movies, etc.
A13: I am just really happy when I am driving my Tesla. It is a joy to drive.
Looking at this list that was compiled from deeper probing, we now have to determine which of these are the primary drivers of the purchase decision. And then we have to distill that to a unique value proposition and brand messaging.
A possible unique value proposition for Teslas given this list of purchase motivations might be:
- Teslas are the coolest cars on the road. They are really fun to drive and they are good for the environment.
Asking your family, friends and colleagues if they like your new product or service idea is not customer discovery. Try for a minimum of 60 interviews. If this seems like an overwhelming task, set aside two hours each week to conduct a few customer interviews. Breaking the task up into smaller chunks will make it seem easier and ongoing customer discovery is better that one-time customer discovery anyway.
The only way to arrive at a truly compelling unique value proposition for your startup is to base it on thoughtful and rigorous customer discovery.
ReplyDeleteThe findings confirm that creative campaigns are, in general, more effective than other types of ads. The research also shows that the various creativity dimensions deliver different results. Elaboration, for instance, had a far more powerful effect on sales than did originality, a more commonly used dimension. Indeed, many companies focus on the wrong dimensions in their campaigns. This article reveals which product categories are best suited to creative advertising and which dimensions of creativity have the most influence on sales. Do highly creative ads really inspire people to buy products?
Guest posting is a simple way to increase viewership to your website or social media channels through partnerships with celebrities, influencers or other prominent people. Allow someone to do a social media "takeover" where they post related content on your accounts for a determined amount of time. For example, you may convert a bus shelter to look like the person waiting for a ride is sitting at a sporting event to sell game tickets.
Social media advertising can help you achieve many goals, such as driving website traffic, increasing engagement, and generating leads . It could be a party, demo, festival, workshop, anniversary sale, charity event, or webinar. The options are endless and don’t have to cost an arm and a leg. The most-used pairing, flexibility plus elaboration, is one of the least effective. The most effective pairing, originality plus elaboration, had almost double the impact.
But, as you know, the advertising types above have evolved dramatically since their respective origins. What were once quite one-dimensional messages now carry clever, funny, or profound undertones that make the ads memorable years after they first ran. Because of the impact they had on the growth of the brand, and because they manage to hit on some universal truth that allows us to remember these campaigns years after they first began.
They don't care about what you do for others or what you're doing for your business. They care about what you can do for them, their company, or their industry. The power of community can be much more effective than money poured into advertising. These 10 tips are great to use as jumping-off points for your local business. This tactic works great for newly opened businesses that need to get the word going. In addition to that, your commentary and perspective will establish you as an active member of the community that will draw more attention to your business. https://www.reviewengin.com/first-steps-to-building-online-business/
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ReplyDeleteOnce the target markets
ReplyDeleteproduct categories and product uses are determined, one must also consider the competition.