Consumer: “What’s in it for me?”

The consumer’s battle between a product’s value and price

Although dogs are loyal, some can be stubborn and disinterested just like a consumer (Photo Credit: meredith hunter)
Reality: If you build it, they will not come.

Scratching the surface

“How does this help me? Is the price worth it?”

Consumers are always balancing price vs. value

Devil’s in the details

“Optimism is highly valued socially and in the market…” — Kahneman

Will you make them feel better?

Will you provide a gain that they did not previously have?

Will you remove some pain in their life?

True vs. superficial benefit

Quantifying the typical consumer hurdles is powerful for pinpointing where to focus our efforts.

The Trial Hurdle

The Acquisition Hurdle

The Subscription Hurdle

Never-ending juggling act

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Amanda Woo

Obsessed with technology, products & people | Founder of Interesting By Default | Director of Product at Cognizant