Pieter Vos: A different ball game: getting to the deeper layers

There's a trend of wanting to 'nudge' the consumer in a certain direction: preferably towards healthier, plant-based, and/or sustainable products. But it doesn't work. Not really. When push comes to shove, customers - despite countless good intentions and all the useful information showered upon them - will buy precisely what they want. This 'want' is seldom based on a well-defined desire or need.

A typical example is a study by Clayton Christensen where a market segmentation for milkshakes was analyzed. For the initial analysis, a profile of the 'typical milkshake customer' was created based on standard demographic characteristics. The product was modified accordingly, but sales didn't increase. On a second attempt, the researchers delved deeper. They charted the time of purchase and probed into the motivation behind the choice. The surprising discovery was that most milkshakes were purchased early in the morning, as the only purchase, and consumed in the car. The shake served as breakfast; the thicker the drink, the better, as it was more filling. A major plus: a milkshake didn't crumble (like a donut or cookie). Moreover, it provided the driver with something to do during the long and tedious morning rush hour. In a second, smaller, spike in purchases in the afternoon, it was mainly tired parents buying milkshakes, as a distraction for their whining children. By offering child-sized milkshakes, adjusting the price accordingly, and decorating them with cheerful sprinkles, sales shot up.

Avoid a 'one-size-fits-none' product strategy. Cease developing pointless products that no one wants. Focus on the real needs of your customer and dig deeper. Why do they purchase a particular product? When? What challenges do they face? You won’t find the answers on the surface. For that, you need to delve into the deeper layers of desire and motivation, descending into the ‘depths of our minds'. The reward for this endeavor? You'll stumble upon the most exquisite and innovative solutions.

Pieter Vos
Director Nutrilab