Your customers exist in an overwhelming world with endless information sources. So how do they take the leap when it comes to buying our products? From discerning the taglines screaming at you from supermarket shelves to trawling through endless medical research papers, Whether they spend a second or a year, their end decision always comes down to one thing. In 95% of cases, they will “go with their gut” (and possibly spend a long time building up conscious justifications later).
‘Gut feel’ expresses itself in a wide range of experiences and emotions unique to each individual, influenced by context and environment, but its fundamentals rarely change. Academic research in this area can be extremely complicated, with convoluted methodologies resulting in a sprawling set of data points that lack the clarity needed for a powerful strategy; but it doesn’t have to be so.
The key to build a powerful branding or communication strategy is to cut through both information overload AND the messiness of fast but complex gut decisions. To do this, start by breaking down your proposition into its essential elements (or messages). Then formulate different expressions for each element, and gauge the instinctive reaction to all these expressions. In the spur of the moment, your customers may not to know what to think about it, but they know how they always know feel.
Behavioral research tools excel at revealing these hidden attitudes by forcing a fast, instinctive reaction from participants before they have time to post-rationalize it. Once you know what they actually want (and what they recoil from), re-building your proposition around this central point can feel disarmingly easy.
Do you have any questions about behavioral research, instinctive decisions, or simple but powerful brand building? Book a call with Sidi today – he loves nothing more than to discuss the real-world implications of cognitive science.