Poor product design can lead to a great innovation that no one uses.

There are several things which are crucial to pay attention to in the process of creating good product design, but the most common factors are aesthetics and ergonomics. Other factors might be materials, sustainability, and also the product’s packaging & assembly.

However, these considerations mostly come from the engineer’s or manufacturer’s perspective, and it’s not always the case that the consumer’s view is considered early on in the process.

Although design considerations may vary according to the type of products, consumers in different cultures have different priorities when it comes to product usage.

Take for example household appliances. In some countries, consumers might hold the safety features of a product in higher regard compared to other features. They might prefer a product which is not only easy to use but, most importantly, that is safe to use. On the other hand, in some other countries, the consumers’ number one priority might be hygiene. They might prefer a product which is easy to use and easy to clean compared to products with a lot of safety features.

Additionally, household size may also play a role in consumers’ buying decisions when it comes to home appliances. Consumers in countries with smaller household sizes might prefer smaller products.

Bottom line, there are a lot of things to take into considerations when designing a product. Pinpointing these considerations and getting the right answers for each of them could make a significant difference in creating a product that matters and successfully communicating the product’s value to the end-consumers.

Contact Nimrod to know more about our approach to gathering insights for product development.

When you walk into a supermarket and want to buy a product, what is the first thing you look at before deciding which brand to buy? The packaging, right?

Packaging is one of the most important branding elements as it communicates core values to shoppers. We believe great packaging fundamentally influences how consumers view your brand and can covey powerful brand elements.

In the competitive space of the supermarket or the cluttered environment of the retail display, standing out and triggering recall often make all the difference for a brand between heading to the till or staying on the shelf.  However, sometimes creating the right packaging is not always so straightforward, and there are many variable to consider.

So, how can we help?

Our packaging design optimiser helps you identify the impact of your brand’s packaging and point-of-sale collateral within the consumer’s decision-making process. We identify the visual and messaging cues that consumers are looking for and determine the key criteria driving the final brand choice.

We evaluate your current product packaging, including exposure, importance, and performance of POS – aiming to offer fresh in-depth insights and practical direction to create optimal packaging that gets your brand noticed and attracts the interest of your consumers.

To find out more on how we can help optimise your packaging, please contact Nimrod.

As business landscapes are getting more competitive, there has never been a more important time to make your brand stand out. One way to do so is through media touchpoints and mix.

We understand that advertisers have an immediate need to understand the effectiveness of their spending in order to optimize budget allocations.

With our experience-point optimiser tool, we can help create the right media mix for your brand.

We analyze a brand’s consumer experience points and use it to pinpoint the timing when the brand buying decision occurs in the purchase cycle, as well as discover the contact points (the media) which have the greatest influence in the brand’s purchase cycle.

Not only do we analyze the traditional mass media that a brand uses, but we also go through all online and social media channels as well as other information sources – wherever consumers are exposed to your brand. That way, we generate a holistic overview of consumer engagement through the whole purchase journey.

Bottom line, this tool provides insights to optimise communication strategies using the most relevant media at the most suitable stage of a purchase journey.

To find out more about our full methodology on our experience-point optimiser, please contact Nimrod.

When you go shopping for groceries, clothes or electronic products have you ever decided to avoid a certain brand? As consumers, our choices can be quite rationally driven on the surface, but conceal and more complex and subtle interplay of emotions and drivers.  We manage certain likes and dislikes, express preferences and are influenced even by certain unarticulated pre-conceptions – all have their effect on us as we decide what to buy or what to leave behind on the shelf.

We think it’s crucial to know why some consumers may reject your brand. By doing so, you’ll know precisely the feedback from the rejecters and you’ll understand better your rejecter’s profile. As a result, you can use these insights to fine-tune your marketing activities, possibly find a better way to approach the rejecters or maybe even to focus on a better target group entirely.

Here are the three main questions our brand rejection analyser can answer:

• At which stage of the buying journey does your consumer reject your brand?
• Why does your consumer reject your brand?
• What are the key reasons behind their desires and barriers – the rational and not so rational?

Here’s how we do it:

Our rejection analyser starts by asking screening questions to check product ownership, brand consideration, and whether a purchase occurs or not. For those who decide not to purchase, a list of questions will be asked. Based on the answers, we will then further classify the rejecters into 3 categories: soft rejecter, medium rejecter, and strong rejecter.

This classification will allow you to dig deeper into your rejecter’s mindset and tailor the best strategy moving forward. To find out more, please contact Nimrod.

How attracted are consumers to your brand?  They might be familiar with your brand, but do they find you unique? And – are they proud to use and own your brand?

Our brand attachment analyser builds on your brand strengths and identifies its weaknesses – all from the consumer’s perspective. By identifying the stage at which brand attachment is stronger and where it is weaker, we can evaluate where you need to focus activity and how you need to refine communication briefings.

What it does for you:

• Identifies where in the customer experience brand attachment is strongest and where weaknesses exist.
• Highlights where the brand needs to focus to fulfill customers’ expectations.
• Enables you to refine action plans and communication briefings.

The brand attachment analyser starts with the design of a questionnaire to measure the consumer’s perception based on 5-level of attachment towards brands (awareness, reliability, quality, advantage and bonding). Afterwards, gaps between each stage are identified and we define which marketing communication activity should be improved.

In addition, we also compare your brand attachment journey against other category brands to determine strong and weak points based on a rational – emotional scale. We develop a tailored response to build on your brand’s strengths, whilst exploiting the weak points of competitors. Complete competitive sets of 10 or more brands can be compared and tracked in this way.

In the example above, Brand X on first view seems to be the much stronger brand – after all it has higher awareness compared to Brand Y.  However, even though many more people have heard of Brand X, its strength in terms of reliability shows a steep drop off. Brand Y – although known by fewer people – is much better evaluated by those who do know it. If Brand Y can focus energies on awareness building, it’s in good shape to mount a serious challenge to Brand X.

If you’d like to find out more about our experience in brand attachment analysis, contact Rob.