A recent survey “Most Memorable New Product Launch,” conducted by Sentient Decision Science and Schneider Associates, shows marketers and brand strategists just how important it is to connect consumers emotionally to a product.
The 2013 MMNPL survey used cutting edge research methodologies to measure emotional connections between consumers and products. The top 10 products that ranked highest over their competitors have consumers more likely to purchase products that evoke a positive emotional connection.
“As marketers we've always known that emotion is key to moving consumer behavior. What is different today is that we now have neuromarketing research techniques that can quantify the degree of emotion consumers are feeling," said Chief Behavioral Scientist at Sentient Decision Science, Aaron Reid, in a statement.
The highest ranked product launches in the 2013 MMNPL survey are Windows 8 (1), Twinkies (2), iPhone 5C (3), Taco Bell Doritos Locos Tacos Cool Ranch (4), Wendy’s Pretzel Bacon Cheeseburger (4), Burger King Satisfries (4), iPad Mini (5), Microsoft Surface (6), Vaseline Spray & Go Moisturizer (7), McDonald’s Steak, Egg & Cheese Bagel (8), 2013 Dodge Dart (9), Nintendo 2DS (10), and 2013 Toyota Corolla (10).
This research validates the link between emotions and memory for successful product launch marketing. The findings are also significant because each year of the survey’s 12-year history has continued to emphasize the difficulty consumers have in recalling products (55% couldn’t name a single new product in 2013, an improvement from 67% in the election year of 2012).
Other findings include:
- Among grocery products, the re-launch of Twinkies ranked the highest in terms of awareness and purchase conversion, indicative of the emotional response consumers experienced when the product disappeared from shelves.
- Wendy’s, Taco Bell, and Burger King are in a dead heat when it comes to awareness. But, the new Doritos Locos Taco had a higher conversion rate than either of its competitors.
- Gender differences are disappearing when it comes to recalling new products. There no longer statistical difference between men and women, compared with an 11 percent difference two years ago.
- Recognition for products is generally much higher than actual purchase conversion. Only Windows 8 showed a notable conversion rate (15%) compared with the next top tech product, the iPhone 5C (4%).
- Awareness of products increases among consumers citing more media sources of information: 71 percent of those who processed six or more sources recalled a new product, compared with 55 percent on average.
“This year we used Sentient Prime implicit research technology to measure the automatic gut reaction of consumers. The results were striking. There is nearly a one-to-one relationship between the emotional associations with a new product and its degree of memorability in the marketplace,” commented Reid.
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About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business Analysts. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at firstname.lastname@example.org. Follow her at @AmandaCicc.