It’s perplexing: your product boasts exceptional taste, your branding is on point, and initial sales are promising. Yet, repeat purchases are lacking, and retailers are reconsidering shelf space. What went wrong?
The Expert vs. Consumer Perspective
Your development team and taste panels, seasoned in the nuances of flavor profiles, may find the product outstanding. However, the average consumer’s palate and expectations differ significantly. This gap often leads to a disconnect between product excellence and consumer preference.
Cultural Familiarity and Consumer Comfort
Introducing global cuisines to local markets requires a delicate balance. While authenticity is valuable, it’s essential to align with local taste preferences. Consumers often seek a blend of the familiar and the novel. Overly exotic flavors or unfamiliar textures can deter repeat purchases.
The Importance of Sensory Sequencing
Beyond taste, the order and combination of sensory experiences—aroma, texture, flavor release—play a crucial role in consumer satisfaction. A misalignment in these sensory cues can lead to a product being perceived as unappealing, despite its quality.
Emotional Journeys and Consumer Behavior
Consumers’ purchasing decisions are deeply influenced by their emotional responses during the consumption experience. Mapping these emotional journeys can reveal critical insights into why a product isn’t resonating as intended.
Bridging the Gap with Advanced Research
Traditional feedback methods may not capture the nuanced reasons behind a lack of repeat purchases. Employing research methodologies that delve into the sensory and emotional aspects of consumer experience can uncover subtle barriers to product acceptance.
Conclusion
Success in today’s market isn’t solely about product excellence; it’s about aligning that excellence with consumer expectations and emotional experiences. By understanding and integrating sensory cues with emotional insights, brands can foster deeper connections and encourage repeat purchases.
Get your copy of my book, The Shape of Taste here:
Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:
