Understanding emotional benefits is vital to successful innovation. By Julie Wittes Schlack and Ed Chao. New products so often fail because marketing or innovation managers implicitly assume that unmet needs are rational, that the story starts and ends with consumers who want more convenience, higher quality, or better performance. However, in the end, all rational benefits ladder up to emotional rewards for consumers — they satisfy some emotional need.
For example, convenience often delivers pleasurable feelings of relief from mental exertion. Lower price often delivers strong self-esteem — consumers feel good about themselves for their savvy shopping abilities. These are powerful emotional rewards, which subconsciously drive consumers to seek new products. Rational needs are simply intermediate pathways to what we humans really want: pleasurable emotional experiences. Therefore, focusing innovation on emotional needs offers a more powerful connection to purchase and behavior motivations … read >>