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Are your new products connecting with real consumer needs?

Emotional Logic was established to combat the lack of market research techniques that didn’t explain how people really behave, how they relate to brands, products, services and advertising. The main focus was on what people thought and not enough on how they feel.

Therefore, we embarked on a mission to deliver better research – we learned how emotions are researched in other fields such as psychology, neuroscience, coaching and developed a set of unique new research tools that can be applied in any situation.

Do you ever wonder if your new products are connecting with your consumers' real needs?

We often believe that all we have to do is meet customer expectations with a product or service and they’ll be happy. Unfortunately, this isn’t the case.

“You’ve got to start with the customer experience and work backwards to the technology” – Steve Jobs

Around 95% of new products fail to find long-term success. So, what will ensure your new innovations will make it past that important 12 months mark?

To achieve long-term adoption of a new product requires consumers to change their current behaviours. People may like a new product, and they may even try it – but for long-term success we need them to change their habits. At Emotional Logic we approach New Product Development for what it is – behavioural change. We identify what people get out of their current consumption and usage habits and what is holding their product and brand preferences in place.

Identifying customer needs is essential for businesses looking to create a product that truly stands out. To identify the needs of your customers, constant feedback from your customers is needed at every step of your process – this is where we can help. You can identify customer needs in a number of ways, for example, by conducting focus groups, online questionnaires, or more in-depth research. However, identifying the needs of your customers is easier said than done. In our experience, there are a couple of ways to gain insight into what your customers need from you – check out our NPD solution and discover how it can work for you.

We support your NPD process at any stage from initial idea to fully designed prototype. Using our tools results in new product launches with a significantly higher chance of long-term success.

Why is it important to meet customer needs?

Customers are the root to your success, they can either make or break your business based on their opinions. It is critical that you focus on customer relationship because that is how you build a sustainable brand. The three reasons why you should excel at meeting customer needs are:

  • Differentiates you from your competition – Even if prices are the same, consumers will still choose to purchase your products because you have become memorable for the right reasons.
  • Creates loyal customers – Loyal customers are what makes a business stay solid. Exceeding customer expectations on a regular basis is the best way to satisfy them whilst retaining their loyalty. It’s harder to win over a new customer than it is to keep a relationship with your existing customer base, so it is essential that your team builds long-term relationships with current customers.
  • Word of mouth is powerful - If your customer service experience exceeds expectations, that’s a powerful reason for customers to tell family and friends about your company’s service. People trust personal recommendations and are more likely to try a new business rather than go through the stress of shopping around for better prices. This is the cheapest, yet most powerful form of advertising available.

If you would like to find out if you’re meeting your consumers needs, get in touch today and we’ll be able to discuss the best solution for you.

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