On-demand is the new currency. I have heard forecasts that up to 60% of all food will be purchased online this year. Consumers are demanding the ability to purchase things NOW and expect quality products delivered fast for little or cost increase. This new, on-demand currency is also forcing change in how consumer insights professionals work to support decision makers across R&D and marketing functions. To keep pace with this consumer change, decision makers need fast insights that are cost effective and relevant.
Custom research is precise in the creation of relevant insights for specific decisions. However, this research is often inherently slow and sometimes costly. In agile business environments, insights professionals are seeking to bring down costs and increase speed. One solution is to take a DIY approach to custom research. DIY platforms of Apps provide efficiencies that bring down costs and accelerate timelines by eliminating the RFP, letting users design research, and using automation in fielding and delivery of research results. However, most custom DIY Apps are not yet flexible enough to deliver the clarity required by decision makers working within rapidly changing consumer markets.
At InsightsNow, we are seeking to change this game through the InsightsNow Behavioral App Store. This insights platform for decision makers is comprised of an ecosystem of interrelated Apps based upon an expanding database of Behavioral Key Performance Indicators (KPIs). Behavioral KPIs are key decision metrics that indicate how controllable elements of product design (e.g. benefits), development (e.g. ingredients) and marketing (e.g. positioning and brand) serve to nudge or disrupt target consumers.
This database of behavioral KPIs is the underpinnings for three centers. In the Behavioral Knowledge Center behavioral reports can be downloaded on-demand to see how behavioral KPIs are applied to make decisions. In the Behavioral KPIs Center custom reports can be generate on-demand to compare and contrast the impact of ingredient, claim, positioning and branding decisions on consumer behaviors. In the Behavioral Testing Center preloaded baseline behavioral KPIs can be compared to behavioral KPIs from custom research to confirm Lift and other unique behavioral metrics from concept, prototype or product experiences.
The result of this game changer in decision making is more agility leading to speed to market and in-market success in the face of consumer change.