ConsumerDNA Debuts Consumer Motivation Tool

US-based agency ConsumerDNA has launched the 'Product Experience Hierarchy', which aims to explain how consumers decide where to spend their time and money.

Launched in 2014, ConsumerDNA offers a full range of market research services, but with a specific focus on understanding consumer motivations using proprietary methods and new digital technologies. Its new hierarchy details four levels of consumer engagement: 'novelty', 'task accomplishment', 'personal growth' and the highest level, 'transcendence'. Data has been extracted from consumer behavior studies across more than 50 product categories and hundreds of brands representing thousands of product use experiences.

CEO Michael Kassab (pictured) comments: 'We live in an unprecedented era of innovation, which has resulted in a multitude of interesting, new product choices. Novelty is the factor that gets most of our attention, but that is short lived unless the product connects with us at a deeper, more meaningful level. Every consumer chooses a different selection of products and services that maximizes value and molds them into the person they want to be'.

Web site: www.dnamarketresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.