New Product Development
Do you have a view of your category?
How do consumers perceive it? Where are the spaces? Where has complacency established itself? Where will a refreshed approach work?
What informs your NPD pipeline? Is it based on what you can produce? Or is it based on consumer need? Have you developed a clear benefit set for the idea? Where is the relative advantage against the existing set of products? Where does it fit in the category? Why would a retailer take your new product – what’s the sales pitch?
How early do you start the process? Do you understand what needs are evident; emergent or not even recognised yet?
Our white space approaches look at NPD from the earliest starting point, we take you on a development process with your consumers and keep innovation on track and relevant.
Lots of attention is being taken up by Behavioural Economics or the difference between fast and slow thinking. Many, many consumer research techniques are grounded on the principles of rational decision making. Yet guess what? Consumers are human beings! They act and react emotionally and often irrationally.
We spend a lot of time thinking about the emotional context of consumer decision making, brand relationships and customer service This helps us understand the motivation behind consumer choices, describe brand relationships beyond a simple brand image and truly understand what it means to be a satisfied or dissatisfied customer.
What emotional need should your new product satisfy? What emotions does your brand elicit in consumers? What’s the emotional legacy of your customer service? The emotional context has often been overlooked in past consumer research, we want to change that and believe it is an untapped area through which we can give your products, brands or organisation a new competitive edge.
Have you ever thought your research and insight appears too rational?
Do you know your brand? Do you know how it is viewed?
Have you ever thought about your brand as a character in a story? How would your brand react in any given scenario? How would your customers expect it to react? What emotions does your brand elicit in people?
What are the key emotions that drive your category?
If you know the characteristics of your own brand and your competitive brands you can influence the dynamics of the story within your market or category. More importantly you can unite all elements in the marketing mix in a common character definition of your brand.
Stories are compelling and intuitive – brand communication often isn’t.
Consumers have now reached a maturity which continues to accelerate as information about brands, services and reputations is increasingly available, referenced and of course recommended via social media. Now, more than ever before, understanding what your consumers expect is vital in designing the kind of experience which meets or surpasses those expectations, creating those all too rare moments of delight.
Many companies track satisfaction. Our belief is that a more powerful tool for organisations who seek to be truly customer centred is the tracking and matching of expectations and experience. Combine this with an overlay of the emotional experience and place your organisation at the heart of the consumer.
Extend this thinking to staff and see how well their expectations align with those of your customers – you may well be surprised!
The concept of ‘chunking down’ problems into manageable sizes comes from NLP techniques; while the Romans knew full well the power of ‘divide and conquer’ strategy.
The Buzzz see segmentation not so much a technique as a philosophy. Embracing a segmentation of your customers implies a need to treat them differently, speak to them differently, spend more time understanding them and their needs. Spend more time getting the rest of your organisation to the same level of understanding. In short you are going to invest in them.
Investment leading to a better return.