Many companies want to define and anticipate their Customer Journey – exploring how people weigh up and evaluate the criteria that are important in the purchase of a new product. How can we better identify what consumers want?
News is rapidly evolving. The massive ocean of content and sentiment across social media can be challenging to navigate and understand.
It’s never good news when sales results do not follow launch success. Finding what cause this gap could make a difference in manufacturers’ future development efforts.
A lot has changed in the last few months with the unprecedented disruption of the COVID-19 virus and its impact on, well, everything at the moment.
What’s really happening at each stage of your customer purchase journey? Where can you tailor your message and choose your media to bring the greatest possible return for your marketing investment?
Uncertainty due to the COVID-19 crisis is having a big impact on consumers’ lives. So how do brands continue to learn and understand consumers, and find a way to identify opportunities for now and the future post-corona world?
We are living in an extremely fast-moving world and agile solutions are essential to keep track and remain competitive. Consumers today are increasingly erratic and much less predictable.
As EV sales continue to increase, car manufacturers are planning to launch hundreds of new models in the next 5 years. Here the big question arises: How to successfully launch your EV in an immature market?
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.
Market entry and expansion can be challenging for even the biggest and most renowned brands. History is sadly littered with flops and failures, with reasons varying from a poor understanding of the competitive environment to go-to-market plans that miss the main chance.
Although reasons may vary, one of the recurring themes for failure is the lack of insight into the desired market. An in-depth understanding of which target group to aim for or which channel strategy to adopt is the key to much higher rates of return.
There are of course some key elements to consider when entering new markets such as the market size, market growth, consumer demographics, and competitors’ presence. However, there are some other things to consider such as:
- Cross-cultural dimension of the market
We can all agree that different markets have different cultures, even among neighbouring countries. Take for example the uncertainty avoidance index (UAI) for a comparison. A lower UAI indicates that the country is more accustomed to ambiguity and usually has fewer regulations.
Countries such as The Netherlands, Denmark, and Singapore with UAI under 55 are more open to try new products and brands compared to countries with UAI above 85 such as Japan, France, and Greece.
It’s crucial to take culture into account when selecting the desired market for your market expansion.
- Socio-economic environment in the defined market
Socio-economics is concerned with the factors that influence how a particular group of people behave within society, which also includes their actions and considerations as a consumer.
When selecting the desired market for your brand or product expansion, it’s crucial to understand the consumers’ purchasing behaviour. Knowing the right buying triggers and key decision-making criteria for each target group will make a difference in optimizing your brand and communications strategy.
How can we help?
As an international consumer insight specialist, we explore new markets and scope initial opportunities for your brand with a holistic view. Our specialty in conducting multi-market projects allows us to further compare various market profiles and to tailor differentiated market entry and expansion strategies for your brands. All the insights we generate are compiled into concise ‘market potential’ reports, for our client’s direct use.
Contact Nimrod to know more about our approach to analyzing market potentials.
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