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Bridging the innovation gap between brands and consumers.
Wander down the aisle of any supermarket and you’ll understand the scope of the problem. Consumers have too many choices. They’re faced with a growing number of SKUs lacking differentiation in product categories that lack excitement. Coupled with too many competitors and choices, consumers become disconnected—leading to commoditization, where consumers make choices based only on pricing.
It’s time to solve this endemic problem. We can bridge the gap by changing the focus of CPG innovation from incremental feature and attribute development to Behavior-Driven Innovation (BDI). With BDI, the innovation focus is on changing behavior with products that elicit the emotive connections that drive behavior and make products successful.
InsightsNow’s proven approach to research is grounded in the science of consumer behavior, uniquely applied using behavioral frameworks. The insights generated through these frameworks illuminate consumer choices based not just on functionality, but also on how products fit into consumers' lives emotionally and socially. BDI also enables researchers to better understand how consumers differentiate products based on emotional expectations such as how they think the product will make them feel, or social expectations such as how a product supports a social identity.
As behavior-driven product researchers, InsightsNow strives towards a broader understanding of how product qualities and features contribute to and fit with functional, emotional and social expectations. Exploring how brand messaging impacts these expectations and how product design lives up to them, we find innovative ways to achieve market differentiation. New opportunities to deliver a differentiated product experience emerge when we understand what experiential qualities elicit specific feelings. By incorporating behavioral insights into the innovation and development process, companies build the bridge to the consumer.