No PAIN, No Gain…
Countless products and services are marketed without a sophisticated understanding of the specific pains they are supposed to eliminate. Even with multi-million dollar advertising campaigns, they ultimately fail. Though we cannot reduce the complex and mystical paradigms underlying every human decision, buying patterns are more predictable than generally believed.
The Primal Brain is Personal.
When making a purchasing decision, stress plays a central role in controlling the final decision. That’s why you need to quickly identify your audience’s pain if you want to get immediate attention. How?
Qualitative PAIN Research – Exploratory
6 telephone interviews probing customers on the dominant PAINS. All interviews are recorded and available for streaming via a proprietary web-based research platform. Interviews are also transcribed for theme extractions and analysis. A report highlights the dominant PAINS and potential CLAIMS. This is ideal for small/mid-sized companies who want to quickly and cost effectively validate assumptions about the top frustrations driving the decisions of their prospects.
Qualitative PAIN Research – In-Depth
12 in-depth interviews to cover top PAINS, most attractive CLAIMS and create an inventory of GAIN proofs. All interviews are recorded and available for streaming via a web-based tool. Interviews are also voice analysed as well as transcribed for theme extractions and analysis. A report highlights the dominant PAINS, most attractive CLAIMS and top GAINS. This step is required before conducting a Quantitative PAIN Research.
Comprehensive PAIN Research
The best program to identify and measure top PAINS and assess satisfactions and purchasing intentions. This program includes in-depth qualitative interviews (12) and online PAIN surveys as well as a review of the CLAIMS of your top 3 competitors. A cluster analysis is performed to identify groups of customers that may have similar PAINS. Clustering is the most sophisticated way to analyze quantitative data. The PAIN maps you get from Cluster Analysis are highly strategic and can guide your company in messaging and positioning choices that would otherwise be highly risky. This program is a must before picking and choosing your final CLAIMS.
