Summary: Continuation of our guide to market research – step one of part 13 looks at how the consumer uses solutions.
Step 1 – Part 13 – Now we look how the consumer uses solutions.
On the Value Line:
- Consumer Value Line – Identify value – create value – look for value – choose value – get value – use value – evaluate value – sustain value
- Product Value Line – Identify value – create value – communicate value (level and focus) – communicate value (effectiveness) – deliver value – support value – monitor value – sustain value
Use/Support Value (how consumers use and get help with the solution)
Now we look at the process of how the consumer gets, or tries to get the value from their solution as they use it and any help they used or needed.
1) What part did you play in using the solution and what other people were involved?
- Who were these other people and how did they get involved?
- If other people were involved spilt up 100 points between them and yourself for influence on using and helping using solutions.
2) Please tell us the 5 main factors that make you happy when you use such solutions, spilt 100 points up between them, rank each out of 10 on importance, and give each a satisfaction score out of 10.
- Was the solution easy to unpack, set up and use?
- How clear was it to use the solution when you got it?
- Did you have to figure anything out about using the solution?
- What took too long or took too much effort?
- Did you feel there were things you did not know about using the solution?
- Did anything go wrong during unpacking, setting up, using or owning?
- Did you try and use it any different ways to the norm – how did it do?
- How as it performed during any misuse, or accidents?
- Did anything get in the way of using the solution? Please tell us 5 main factors that got in the way of using such solutions, spilt 100 points up between them, rank each out of 10 on importance, and give each a satisfaction score out of 10.
3) What’s your ideal user experience for such a solution?
- Please tell us 5 main factors for the ideal use of such solutions, spilt 100 points up between them, rank each out of 10 on importance, and give each a satisfaction score out of 10.
- How close did your user experience come to that ideal solution? How exactly would an ideal user experience be better than how it is now? Rate these 1 – 10 where 10 is the most improvement that could be made and 1 – 10 in terms of importance to you.
4) How does how you use solutions affect the following –
- How other people see you
- How you feel
- How you think
- Time and energy
- Finances
5) How has how you use solutions here changed in the last 5 years?
6) How do you think it will change in the next 5 years?
7) What part did you play in helping using the solution and what other people were involved?
- Who were these other people and how did they get involved?
- If other people were involved spilt up 100 points between them and yourself for influence on using and helping using solutions.
What support did you need if any? How well were you looked after?
- What 3 things did you love most about the experience of getting help with your solution? Spilt 100 points up between them, rank each out of 10 on importance, and give each a satisfaction score out of 10.
- What 3 things did you hate the most about the experience of getting help with your solution? Spilt 100 points up between them, rank each out of 10 on importance, and give each a satisfaction score out of 10.
9) Tell us about your ideal support experience for such a solution.
- Please tell us 3 main factors for the ideal support of using such solutions, spilt 100 points up between them, rank each out of 10 on importance, and give each a satisfaction score out of 10.
- How close did your support experience come to that ideal solution?
- How exactly would an ideal support solution be better than how it is now? Rate these 1 – 10 where 10 is the most improvement that could be made and 1 – 10 in terms of importance to you.
10) What about the storing, cleaning, maintaining? Please tell us 5 main factors that made you happy here, spilt 100 points up between them, rank each out of 10 on importance, and give each a satisfaction score out of 10.
11) How does getting support for solutions affect the following –
- How other people see you
- How you feel
- How you think
- Time and energy
- Finances
12) How has how you get help with solutions changed in the last 5 years?
13) How do you think it will change in the next 5 years?
For example – we find that the biggest problem with the leading budget electric shaver is that it’s not self explanatory to use and it’s hard to fit attachments. It is marred by a self centred approach by the producers. Whilst the product itself is liked, because it functions well, getting it set up is a chore. Just as badly it’s packed in a difficult to open plastic box, with very small print instructions marred by unclear graphics. The support phone line is expensive and staffed by people who seem not to have an idea about the product.
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