A new research approach that helps defining your optimal communication strategy for a new-to-the-market product launch

Anybody that has been involved in the launch of a new and innovative product knows it can be hard to motivate consumers to act. One of the most important things to get people to act is to communicate the benefits your product offers. However, even if consumers are convinced that your product offers them a relevant benefit, there are always other forces at work preventing them from acting...

Alleviating doubts to overcome inertia

This inertia is stronger in some markets than in others. At SKIM, we understand the reasons for this effect in the markets that we serve. In some cases, inertia is a factor which is hard to overcome, but in other cases, inertia is caused by doubts or concerns about a product that can easily be alleviated.

In our Triggers and Barriers video at the right, we show an example of a new product launch (quite literally) for which acknowledging and understanding the existence of barriers plays a crucial role in defining a good business case.

Maximize consumer uptake with SKIM | Triggers & Barriers

Our solution 'Triggers & Barriers' is designed to show both sides of the story. On one hand it shows to what extent consumers are triggered by a positive benefit. On the other hand it shows what should be said to overcome their barriers. The combination delivers a forecasting instrument to determine what portion of the market can be reached by combining the right concept with benefits and reassurances, providing input into a holistic communication approach. The result of a Triggers & Barriers study is an optimal communication mix to maximize the likelihood of consumer uptake.

Triggers & Barriers is based on insight into the consumer's choice and decision making behavior - SKIM' core field of expertise. It demonstrates that a good idea may move and inspire people, but it takes more to make them act. The idea stresses that moving to a new situation requires the new situation to be better than the old one, but also that consumers' concerns are addressed. That's because moving to the new situation requires action, and it is far easier to do nothing than to take the risk.

Define your communication for new to the world products

SKIM | Triggers & Barriers approach is mainly relevant in product categories where initial interest in the product or service will be high but may be misleading when defining a business case. Initial interest may by itself not be enough to ensure uptake as doubts or barriers need to be dealt with too. Trust matters and consumers want sufficient information before they act. This is why the Triggers and Barriers method is perfectly suited for:

• Innovative, new to the world products - people may be curious but still hold back until they feel they have all the information and reassurances they need
• New product add-ons (for instance in telecommunications) - customers may be interested, but fear the add-on could have negative consequences for their monthly bill or they are not sure why the add-on should be relevant to them
• Healthcare products (treatments and appliances) because of a need for clinical substantiation and the fear of negative side-effects or safety issues
• Capital investment goods because of the risk associated with the investment

Want to know more? Don't hesitate to give us a call or drop an email!