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Zappos. Warby Parker. Lumoid. Casper Mattresses. What do these companies have in common? A celebrated try-before-you-buy policy. These brands are pretty confident their products and services will be winners with consumers. After all, Casper claims to be “one perfect mattress.” That’s quite a high bar. Or a costly brag if they have to send a truck out to reclaim a mattress from an unsatisfied buyer.
This strategy is timely given increasingly sophisticated consumers who demand brands deliver on expectations. But it’s one that could be riddled with risk for companies that don’t test product positioning and even packaging. Because consumers are more empowered, informed, and connected than ever, it’s critical for companies to clearly communicate the brand promise and have a firm grasp of the actual user experience with their product. Whether a $1 candy bar or an $800 mattress, customers don’t want unhappy surprises with their purchase – just delight.
How can brands ensure that the experience that they’re promising is fulfilling expectations? Usage testing is a wonderfully effective way to make sure what a company thinks they’re selling is in fact what the consumer is experiencing.
One shelf-stable food brand asked us to learn whether the positioning and messaging that they had developed matched what consumers were experiencing at home. We set out to determine which messaging elements worked and why – how well the product delivered on the promise being made. What communication facets needed to change? Our visual and verbal techniques – online projectives – are ideal for helping consumers articulate the experience and benefits of the product (including sensorial and tactile). Through in home product usage, we revealed the phrases and words that could be adopted or incorporated into copy. This helped craft an authentic message that was faithful to the experience.
This approach can be included further upstream when developing product concepts, and even later when testing packaging – all in effort to ensure each part of the consumer journey meets and exceeds expectations. This was the case with a beverage company who needed consumers to evaluate packaging. While consumers had previously raved about the product, they hated the proposed packaging – a delightful product could have been torpedoed by a disastrous container. We were able to identify specific packaging requirements that would be equally appealing as the product inside.
So, is your brand promising perfection? Fun? Luxury? Whatever the essence you believe it telegraphs – make sure it’s one grounded in the reality of the consumer usage experience.