Lokusdesign tells an intriguing tale of love, addiction & fear

The branding & packaging design consultancy has launched its third phase of Love@FirstSight series, which throws light on overcoming brand non-compliance

BestMediaInfo Bureau | Delhi | June 18, 2015

Lokusdesign, a branding and packaging design consultancy, has launched its third phase of the Love@FirstSight (LAFS) series. This research concentrates on consumer insight led studies based on consumer preferences, behaviours, and the emotional bond shared with brands.

Consumers as people have different opinions and views connected to brands which are available in the market today. Lokusdesign tried digging deeper in terms of understanding the reasons behind why consumers use specific products and overlook others, which may be more important. This intrigued Lokusdesign to wonder if they could start marketing or creating brand strategies which are more relevant to the consumer.

The problem which was identified was 'non-compliance'. After looking at categories like deodorants, aspects of design like shape and size, the third segment of LAFS concentrates on non-compliance and why consumers don't comply with using certain products despite knowing that they should be using it on a regular basis.

To delve deeper into the subject of non-compliance, Lokusdesign focused on one particular subject which has a major problem in this segment – milk additives. The reason behind choosing this segment helped in terms of studying additives usage, product behaviour and also facilitated in receiving a glimpse of the reasons for non-compliance. After covering a sample size of 1,000 respondents comprising mothers and kids, using focused group discussions and interviews, real reasons were identified behind non-compliance. At the end of this survey, various reasons like time, effort, performance, laziness, etc., were zeroed upon.

After identifying the similarities, three key reasons were recognised for compliance – Love, Addiction and Fear. Similarly, the reasons for not complying with norms were highlighted as Lack of Love, Lack of Addiction and Lack of Fear. This identification helped in various innovations for each segment.

Lack of Love arises due to hate, dislike or disinterest. This helps to innovate the product by either transforming the product, changing an attribute of the product or adding an attribute.

Lack of Addiction is borne out of Lack of Belief or Lack of Habit. If a consumer doesn't believe in the product, then one can combat it by instilling fear and doubt by showing proof to support one's theory. If the reason is Lack of Habit, however, then the brand can get the user to adopt a new usage pattern leading to benefits. This will then lead to innovation in brand behavioural usage.

Lack of Fear arises due to lack of knowledge, lack of priority, ignorance or the feeling of invincibility. To overcome lack of knowledge, lack of priority and ignorance, the consumers need to be taught, shown the importance and made to realise their duties, respectively. In case of a consumer feeling invincible, though, all a brand can do is fuel that feeling further, adding attributes for status, beauty and self-image.

Elaborating on the concept, Shekhar Badve, Founder-Director (Marketing & Strategy), Lokusdesign, said, “Having closely worked with brands across a variety of categories, we realised that touching the consumer's emotional triggers was paramount for success. As designers, we need to understand the psyche of the consumers. It becomes very important for us to know their reasons for love or lack of it towards products, brands and design. Fortunately, I get a chance to meet people of different professions, cultures and thinking and I realised that this indeed was a major point of concern. Hence, the want of knowing the process which consumers follow while choosing their brands is what encouraged us to initiate this research. This research will also help us in coming up with innovative solutions for a problem that plagues brand managers as well as consumers.”

The solutions which were identified post the research can be used across categories and segments. This will help the managers personalise the findings and spark innovations in their products. Upon understanding the parameters which were identified, optimum solutions can be created leading to strong relationships of usage and behaviour between a brand and its customers, which is a win-win situation for everyone.

Click here to view the findings.

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