You can check out this session on October 2, 2020


About this Session

One of the most famous quotes in marketing comes from Harvard Business School Professor Theodore Levitt: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

I do not know about you, but I never bought a drill or a hole for that matter. Understanding why customers buy a product can help marketers sell more. Even better, understanding the fundamental drivers of consumer demand and what causes customer preferences to shift will help any business to come up with disruptive growth strategies and stand out products.

That knowledge can help you determine where a particular business, or even industry, should head. And while competitors can copy your product features, it is that knowledge that will help you create unique experiences that competitors will have a tough time copying.

So, how do you do that?

Most customer research techniques rely on talking to end-users. But when you ask customers the wrong questions, you end up with top of mind answers: Many consumers end up telling marketers what they think these marketers want to hear.

How about using data to analyze customer behavior? Data is powerful but it does not give the necessary context to make the right decisions.

Successful innovation combines consumer theory, user research, and experimentation in fast-paced development cycles to achieve success. This session shows how combining the Job to Be Done (JTBD) theory with conversion rate optimization (CRO) practice to uncover underlying customers real motivation and then how to use that knowledge to create the perfect experience – The experience that speaks to the consumer: “Your search is over, pick me!”

This session will help attendees:
Unearth the consumers’ real motivations when using a product: the functional, emotional and social needs
Discover how to avoid leaving products or services vulnerable to customers who cannot distinguish it from other competitors
Create and execute a comprehensive marketing strategy that ensures your brand is synonymous with filling the needs consumers have.

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