At the IIeX EU 2019, we discussed how to uncover what consumers value most with needs based segmentation and employ sensorial cues to facilitate the consumer decision-making process.

‘Needs-Based’ Segmentation: Uncover What Consumers Value Most

In this presentation, we talked about the three typical segments we find in most of our new product development studies. In a meta-analysis over numerous conjoint studies in different markets, we’ve found the following recurring segments: Brand lovers, price sensitives and value seekers.

We explained what makes these segments (based on behavior and preference) tick, how big these segments are in average, and what brands can do to accommodate all these segments (and if they really need to) when optimizing their product offering and pricing.

Date and time: February 18 at 4:00PM
Location: IIeX Tracks, Track 3

Rivelino Dijksteel
Rivelino Dijksteel, Senior Analyst

How to Facilitate the Customer Decision Journey by Decreasing Psychological Distance

How far away is it really? Psychological distance refers to how far away in perceptual time or space people think an object is. Imagine yourself today and in 30 years. The image of your much older self is probably blurred, without specific facial expressions whereas the image of your present self is clear.

Similarly, consumers can’t identify with ads or product pictures that use generic images and no sensorial cues. Consumers perceive those products as more distant, more abstract, and less real.

Brands that incorporate sensorial cues help people create mental imagery which in turn helps them bring products to life with looks, smells, and tastes. This presentation helped you learn how to employ sensorial cues to bring the product experience to life and facilitate the consumer decision-making process.

Date and time: February 18 at 12:00PM
Location: IIeX Tracks, Track 3

Marina Georgieva
Marina Georgieva, Senior Analyst