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Cracking The Convenience Code: How The Convenience Quotient Helps Improve Product Sales
People share a set of universal needs — satisfy those needs with convenience and you will win.
What we’ve learned from a decade of surveys ,[object Object],[object Object],[object Object],Source: North American Technographics Benchmark Surveys, 1998 to 2008
What are the universal human needs? ,[object Object],[object Object],[object Object],Physiological Safety Social/belonging Esteem Self- actualization
People share four universal needs Connection Uniqueness Comfort Variety
What we know about universal needs ,[object Object],[object Object],[object Object],[object Object],[object Object]
How needs become product features ,[object Object],[object Object],[object Object],[object Object],Need: uniqueness Example: the iPod/iTunes experience Benefit: You will feel better than others.   Benefit: People will notice you’re different.  Feature: distinctive earbuds Feature: limited edition colors Feature: exclusive music tracks Feature: unique click wheel
Convenience is the bridge over which you meet needs ,[object Object],[object Object],[object Object],[object Object],Convenience benefits barriers = -
Convenience quick notes ,[object Object],[object Object],[object Object]
We can measure this in a convenience quotient ,[object Object],[object Object],[object Object],1 -1 0
How Forrester will help ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example deliverables: The Convenience Quotient 3) Convenience Quotient Scorecard  1) Convenience score benchmark 2) Convenience score graph
Thank you ,[object Object],[object Object],[object Object],[object Object]

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How to Determine Which Elements of Your Product Strategy will Improve Sales

  • 1. Cracking The Convenience Code: How The Convenience Quotient Helps Improve Product Sales
  • 2. People share a set of universal needs — satisfy those needs with convenience and you will win.
  • 3.
  • 4.
  • 5. People share four universal needs Connection Uniqueness Comfort Variety
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Example deliverables: The Convenience Quotient 3) Convenience Quotient Scorecard 1) Convenience score benchmark 2) Convenience score graph
  • 13.