The best match with the real needs of the customer wins.
Factories produce cosmetics, but people want to buy hope. Do you know what people really want from your industry?
How can Behavio help you?
Needs and opportunities
What specific needs do people have in connection with your product? Do they change depending on the shopping situation? How strong are they?
How large are your individual target groups? Does your competition have any gaps in targeting these groups? Where is the largest potential for further growth?
Example: In which areas can Red Bull grow?
Red Bull is for sure a famous brand. But as you can see in Atlas Čechů, only 9% of Czechs buy this drink. Red Bull is the example of how otherweise excellent marketing can appeal to a limited target group only. There is almost no room left for Red Bull to grow in its shopping situations (eg. parties, various sports, music events). This is why we are helping Red Bull find new, larger opportunities. Where are these opportunities and how can Red Bull make the best breakthrough possible? Take a look at our strategy.
Who's next? Overworked managers, or party animals?
We took a look at many opportunities for market growth. For example, we looked into people who need more energy at work or when playing computer games. How many of them are there? How are they currently dealing with this issue? It turns out there are relatively few gamers who play long enough to need an energy drink. Plus, this opportunity is already well covered by other energy drink brands. On the contrary, there are quite a few people who need an extra kick and improve their concentration at work. So far, the solution is simply coffee, there is not a specific brand associated with this situation yet.
The winner always nails customers' key emotional needs
How could Red Bull succeed in the energy boost market in the workplace? Similarly as it has done before. How is it possible that so many tired drivers at the gas station prefer to reach for a Red Bull rather than any other drink option with the same amount of active ingredients at half the price? The reason is that the driver’s mind is not only trying to solve practical needs, such as improving focus. Rather it has other emotional needs that the driver is not actively thinking about. For instance, the driver wants to feel like a fearless hero while driving their lorry. And it is specifically this need that helps them feel satisfied with a Red Bull. Their brain is subconsciously replaying images of acrobatic pilots, cyclists and, in particular, Formula 1 champions.
When it comes to workplace, it’s a completely different story. These same symbols of acrobatics and extreme sport aren’t working. Many people don’t even think of Red Bull when searching for a solution to their tiredness at work. Red Bull is forced to build new symbols connected to the emotional needs which are tied with work. And what exactly are those needs?
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The Holy Grail: find an unsatisfied need
We went through many possible emotional needs tied with the workplace, such as success, entertainment, freedom… Each time our research came back with the same results: these needs were already met and tied with other products and brands on the market. We also took a look at which emotional needs people currently have the most connected to Red Bull. Here we found the key: a need to be satisfied. This need also just happened to be naturally tied to the Red Bull brand, all it would take is for them to build distinct symbols here, just like they did in the field of sports.
By finding unsatisfied needs, such as with Red Bull, you get an enormous competitive advantage for attracting customers. Let’s recall an example from Czech politics: while the right and left pushed for product characteristics, such as what the VAT rate would be, the ANO movement didn’t dwell on such details at all, instead choosing to focus on any unmet emotional needs: the need to focus on human, intelligible language. However, if someone new wants to defeat ANO today, speaking simply and humanly will not suffice. This attribute is already linked to the ANO movement.
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How can you make more if you do not want to sell to everyone
Based on detailed segmentation and market modelling, we found out that Jablotron will benefit significantly from approaching security systems as a more expensive, closed product without the options of adjustment. Big group of DIYs that will be therefore left out, preferred cheaper, non-brand solution anyway.
We show to whom and how to talk
How many people would realistically use the new Driveto Klub service – improved operative leasing with the option to return your vehicle at any time? We found them and described them in detail in Atlas Čechů. Thanks to our research, the Driveto Team was able to find an effective method for creating a campaign, while also learning which media channels they could use for communications.
65% of dog owners pick their dog’s food based on the ingredients
We discovered what plays the key role when purchasing pet food through an e-shop. We tested brands, prices and another 8 parameters. The ingredients in the dog food that lead to healthier digestion proved to be key, and this goes for 65% of dog owners when making a purchase.
Fast and reliable professionals. They were always able to push us forward.
Chief Digital Officer
It’s great to see behavioral science applied so practically when building a brand and improving a campaign.
Behavio does great research work, plus they offer truly favourable prices, because they are able to automate routine operations.