Tag: consumer behavior
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And now the buyer: Customer roles
We’ve come to the final role, the buyer. As I have been discussing the four customer roles, this one I suppose could be a bit confusing. I just wrote about the payer. What is makes a buyer different from a payer? This might be nuanced, but the buyer is the person who actually acquires the…
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Appealing to your paying customer: Customer roles
We are now on to the third of the customer roles: The Payer. This is one you are probably most familiar with, because after all, your products cost money. At the base, the payer’s concern is affordability. Yes, one question is “Can I afford this thing at the current set monetary value?” But they would…
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Think deeper about who uses your products and why
We’re taking this journey through the 4 customer roles. Today’s stop is the user. And yes, if you did your product design right, they love it and are telling all of their friends. But there are still some more things for you to consider. The user’s focus is acceptability. How well does your product fit…
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Those who seek: Time to think about the seeker customer role
Yesterday, I posted a quick overview about the payer roles. Now, let’s spend some time thinking about what that would mean for your approach to customers. A quick note: As you go through this remember that these roles could be held by completely different people in the decision process, but it might be helpful for…
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More ways to think about your customers: 4 roles
I came across a resource (information at the bottom of this post) that provided 4 possible customer roles. With the way it’s laid out, it’s easy to think about how you might need to tailor or shift your marketing and services. Role #1: The Seeker- Learns about and gets more information about the product Role…
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Too focused on what men want- The old Victoria’s Secret marketing approach
“It was all push-up bras that were made for not necessarily what women want to wear, but made for what [Victoria’s Secret] thought men would want.” Janine Stichter of Jefferies as quoted by CNN Previously, I introduced the idea of self-concept and the three selves. Today, I’m focused on the “real image,” or how others…
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Hi, which you are you shopping for today?
I went clothes shopping the other day. I had this vision in my head of what I wanted to buy: a look that was my pulled together, one that told the world that I was confident and capable. If someone had asked me who I was shopping for, I likely would have said, “Myself,” but…
A Wren Says 