When we investigate what motivates the Chimp (the consumer’s inner child) we start to understand these impulse decisions much better and thus how we can influence them. We begin to understand why their Chimp gets excited about one particular snack in this moment and yet something very different in the next.
The quantitative data tells us what is happening, but in order to understand why that is happening and to start to imagine the best ways forward we need to spend just a little time researching the drivers of our consumers decisions. It is only when we understand the psychology and emotions of our consumers that we really start to understand our brands.
Meat-free product development needs to move onto the next stage. We need to stop just imitating meat and find innovative and interesting ways to excite consumers and encourage them into the sector. The market is no longer vegans and vegetarians, or even meat reducers. It is all consumers. We are not providing meat alternative meals, but simply another option for consumers and we need to make that option more attractive, more exciting, than the other meal options available.
Understanding the emotional journey of the Dr Pepper consumers and how it was delivered, led to a $35 million communications campaign… “Drink it slow”. This campaign was credited with turning declining sales into a double-figure growth and encouraging more consumers to choose and to love the brand.
It is not the attributes of the product or service but the way that the consumer responds to them that is really important. It is the way they feel about our brand, it is how much they value our product or service and how we build or undermine these feelings towards us, that draw customers in or push them away.
Speak with us about your needs and we will work with you to create the best project design to give you the answers together with clear practical recommendations to your problems.
