We have discovered that customers use between 50 and 150 metrics (desired outcomes) to assess how well a product helps them get a job done. These metrics are the customers’ needs. We have also discovered the customers have emotional jobs they are trying to accomplish. For example, customers may want to be perceived by peers as a contributor, or as influential. Or they may be after a sense of accomplishment or peace of mind.
Our product positioning process reveals customers’ functional needs and emotional jobs. The degree to which each is unmet is established using quantitative research methods. Then, using correlation analysis, we are able to determine which emotional jobs would be addressed by satisfying specific unmet needs, and which unmet needs would have to be satisfied in order to address specific emotional jobs.
With this information in hand, we can position a product around its functional benefits and around the related factors that give it emotional appeal, allowing the message to connect perfectly with customers. This is all part of our innovation process, Outcome-Driven Innovation (ODI). Learn more about our growth strategy consulting services.