Using consumer behavior insights to drive product development.

InsightsNow recognizes that to help companies reach consumers, researchers need to become more strategic in the innovation process. They need to bring a wealth of consumer information to the table earlier and open it up to the entire team.

Researchers must identify “emotive outcomes,” the different ways emotive connections drive consumer behavior. Consumers seek and repeatedly use products to which they feel most connected. InsightsNow can identify the emotions driving these behaviors by integrating science and innovation. This can propel innovation by focusing marketing and product development around common feelings that elicit behavior.

Consumer Behavior Framework™

InsightsNow has developed a structured approach for innovation guidance called the Consumer Behavior Framework. It guides the innovation process by linking marketing and product development decisions to specific emotive drivers of behavior.

Moving from consumer qualities to situation context to experience to behavior levels, it identifies how functional, emotional and self-social identity expectations lead to or evolve from product experiences. This leads to a more strategic innovation approach by shifting the focus from learning needs, wants, benefits and desires to discovering how to elicit emotions that drive behavior.