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November 5, 2006
12 Consumer Values: Themes to Do Business By
Take a look at David Armano's extremely interesting posting titled "12 Consumer Values for Your Wall" -- a wonderfully visual summary of research firm Social Technologies work exploring how to view a technology's worth to the customers expected to buy it.
The poster identifies 12 broad-based themes that Social Technologies researchers found are common in driving consumer searches for and selection of technology products and/or services. The themes:
- User creativity
- Appropriateness
- Intelligence
- Personalization
- Convenience
- Protection
- Simplicity
- Connectedness
- Health
- Assistance
- Efficiency
- Sustainability
give marketers another way of netting messaging to prospective buyers by distilling the essence of consumer motivations as opposed to being captivated by the bells and whistles that comprise the product. This simplication of values is an equally important concept in the B2B space where companies are even more prone to engineering "feature wars" and marketing arcane product nuances as opposed to talking about the simple values that a technology or service can deliver.
In some respects, this posting is a great lesson in "the more things change, the more they stay the same" since the lesson of "essential value" was presumably taught to us early in our marketing careers. However, it is also a subtle lesson in change, since values like "User creativity" (as seen in the myriad content creation and sharing technologies that are emerging) would likely not have been a top 12 value even a couple of years ago. Yet another example of rapid marketplace evolution — from engineering all the way to marketing and sales.
Great read and worthy printout for your office or cubicle wall.
Posted by jcioban at November 5, 2006 11:22 AM
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