Usage & Attitude
The recording of user habits, of the interaction with products and the views of consumers about products and brands naturally belong to the standard repertoire of marketing research.
The following questions are particularly relevant for us. How bound or loyal are the users to a particular product? On the other hand why is the product not used? In this way, the successful combination of marketing mix elements is critical for the commitment of the user, which means not only the pure product itself, and its price but also the appropriate packaging and the reward. It is not sufficient here that these elements are looked upon in a merely favorable manner. Rather the launch must develop a mechanism that convinces the potential user of a product’s benefits and leads not only to a single purchase but also to repetitive purchases. The users must, for instance, be able to identify with the product, the use of the product or the brand and interpret this as an enrichment of everyday life and that it addresses their needs. At the same time it is important for instance that obvious reservations or unfulfilled requirements lead to a product switch. This is why suggestions for improvement and the user’s perception of the competition are drawn up in the analysis.
Barriers that perhaps arise for non-users due to communication, product reward, product characteristics or packaging have to be identified. Projective questions can be used in the analysis of concealed, mental barriers as per the ‘typical’ user. Potential measures for the winning of hitherto non-users must be assessed on whether the product and the communication of the product can be altered, without interfering with the brand's capital or with the current users. If any doubt still remains, a line extension can accommodate both users and non-users equally well.