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Understanding Consumer Motivation for Innovation
Oct 2, 2024
Lecture on Innovation and Consumer Motivation
Introduction
Speaker: Clay Chrisan, Professor at Harvard Business School
Focus: Innovation and the challenges in motivating consumers to purchase products.
Core Concept
Key Idea
: We "hire" products to perform specific jobs in our lives.
Understanding the job consumers need done is crucial to motivating them to buy a product.
Case Study: Fast Food Milkshake
Objective
: Increase milkshake sales for a fast-food restaurant.
Initial Approach
: Traditional market research (e.g., customer feedback on flavor, price, texture) failed to improve sales.
Innovative Approach
New Question
: What job arises in consumers' lives that leads them to buy a milkshake?
Methodology
: Observational study and interviews at a restaurant.
Findings
Consumer Behavior
:
Half the milkshakes were sold before 8:00 AM.
Customers were usually alone, bought only the milkshake, and drove off.
Insight on Job to be Done
:
Customers had a long, boring morning commute.
Needed a snack that was filling and could be consumed easily while driving.
Milkshakes were chosen because they were viscous, took time to consume, and filled them up until lunch.
Competitive Analysis
Alternative "Hires"
: Bananas, donuts, bagels, Snickers, coffee.
Bananas: not filling enough.
Donuts: messy and quick to consume.
Bagels: require effort to prepare and eat.
Snickers: caused guilt.
Conclusion
: Milkshakes were the best fit for the job of "sustaining and occupying during the commute."
Implications
Product Improvement
: Understanding the job consumers hire a product for makes it obvious how to improve it.
Competitor Perception
: Competitors in the minds of consumers are not always similar products but those that fulfill the same job.
Conclusion
By understanding the "job to be done," companies can better innovate and cater to consumer needs, leading to improved sales.
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Full transcript