mainstream consumers potentially interested in the offer
creating the best offer
Problem to solve:
How do we find out which elements of the offer are most appreciated by consumers. We tried to reach beyond the standard answer “I want everything for half the price”. How do we evoke genuine engagement while testing a product that does not engage emotionally?
You engage in an activity when you have to pay its costs.
During a focus group interview, we distributed among participants real money (to be returned after the survey) which could be spent on particular elements included in the tested offer. As their budgets were limited, participants were aware that they cannot afford everything.
From about a dozen elements that were spontaneously described as “very interesting”, we managed to extract five characteristics that motivated the purchase decision.