In the area of consumer goods, the subtle yet profound sensory experiences often serve as the cornerstone of product differentiation.
Take, for instance, the seemingly straightforward task of choosing a minty toothpaste.
During a recent discussion, I was confronted with a question: “How do we distinguish between various brands of minty toothpaste?” My immediate response: by delving into the emotional responses of consumers.
Early encounters: the psychological benchmark.
Let me share an anecdote from a recent study. Participants were tasked with articulating their encounters with different minty toothpaste brands. As anticipated, initial responses echoed a common refrain of a “minty” taste across all variants. However, upon closer scrutiny of their emotional responses, we began to identify some subtle differences based in their early experiences with toothpaste and minty flavors.
One participant nostalgically recounted a cherished childhood memory of eagerly anticipating the cool, invigorating sensation of brushing with their preferred toothpaste.
Another individual remembered the shock and fear at the unexpected intensity of mintiness when they were a young child, likening it to a burning sensation which they continued to avoid well into adulthood.
These anecdotes serve as a poignant reminder: our emotional responses to products extend far beyond mere taste perceptions. They are set up by our earliest encounters and evolve throughout our lifetime experiences.
Sensory and Emotional Journeys
Each sensory aspect contributes to a distinctive emotional journey, shaping our psychological perception of the product.
From the gradual crescendo of minty freshness to the delicate interplay of sweetness and cooling sensations, each variant offers a unique sensorial tapestry. Even seemingly inconspicuous elements like viscosity and aroma wield significant influence, evoking visceral reactions that linger long after the brushing ritual concludes.
By deciphering these emotional journeys and identifying the key sensory attributes that set each variant apart, we unlock a treasure trove of possibilities for product development and communication strategies.
Emotional Journeys for Product Development.
Armed with this detailed understanding, companies can craft toothpaste formulations that resonate profoundly with consumers, fostering unwavering loyalty and giving the brand a distinctive positioning in a crowded marketplace.
In essence, the journey to differentiate minty toothpaste brands – and indeed, all consumer products – begins not with taste alone, but with an understanding of the connection between the sensory and psychological journeys.
Through this discerning lens, we uncover the subtle nuances that define each variant, leveraging them to create products that captivate the senses and etch an indelible mark on the consumer psyche.
Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:
Providing Clarity on the Psychological relationships between consumers and brands
