Product Coherence: Improving the Odds of Innovation Success
Savvy Marketers understand the value in being able to engage with and capture consumers’ emotions holistically, through all their senses and across all their interactions with a brand - from concept and marketing communications to the physical product experience.
Most Brand Managers will focus on the commonly understood, textbook predictors of success, which primarily value the uniqueness of a new concept including innovation strategy, concept and marketing plan optimization. This means they are focusing first on purchase intent, which does not guarantee a new product’s success in the marketplace.
Ideally, a sensory emotional product experience that is tightly aligned with the concept’s communication promise will drive purchase and market success. The power of sensory emotion should never be underestimated. The product speaks a very powerful, honest language about potential performance, uniqueness, innovation, quality and exclusivity. With the help of the sensory emotional experience, consumers will verify if the accompanying marketing story is true. This ‘verification’ process determines the product’s success or failure. It is not enough to observe how consumers respond to new product concepts and packaging with Consumer Neuroscience as you need to fully understand how they perceive a product experience in order to get actionable results.
Product Coherence tells us that the emotional language of a new product concept that has the potential to yield high purchase intent and volume must be mirrored by the emotional language of the product experience to achieve sustained marketplace success. The concept triggers first purchase and the product drives repurchase, via this critical emotional bonding with the consumer.
With so many product launches failing to deliver on the promise of the original concept, the metric of simple consumer affinity for a new concept is no longer enough. If it were, then why does Nielsen’s research show that 85% of new launches fail sooner or later in the market place and “less than 0.5% of all new products launched achieve enduring breakthrough performance” (www.nielsen.com/eu/en/solutions/product-development.html) It is because a new product has much more to 'say' then just being liked by the consumer.
Development of a sensory product profile is superior to affinity alone, which can even be counterproductive when achieved, for example, because the new product is too similar to existing in-market offerings. These high scoring concepts are well-liked, but doomed to failure due to their redundancy at the shelf.
The addition of a sensory profile to the development and testing of a new concept can provide marketers with much more depth around consumers’ emotional involvement with the concept. The sensory profile strengthens the foundation of confidence around product performance, uniqueness, quality and exclusivity; it is the missing lynchpin around truly holistic product development.
When a concept is fully supported by the unique combination of consumers’ real-world, multi-sensory experience with the product’s look, touch, smell and taste, a true coherence story results that combines strong initial metrics around affinity as well as emotional involvement, resulting in the best predictor of sustained market success .
We at SENSANALYSIS stand for Product Coherence with unique qualitative and quantitative methodologies which are able to predict and enhance market success. For more information please visit us www.sensanalysis.com