THE CONSUMER ULTIMATELY DETERMINES THE RIGHT ATTRIBUTES – 3 OBSERVATIONS I have been involved in numerous meetings where the developer of a product or service has explained to the marketing team – the attributes of a product, and which of those attributes will have greatest appeal to the market. I have no doubt that the […]

THE CONSUMER ULTIMATELY DETERMINES THE RIGHT ATTRIBUTES – 3 OBSERVATIONS I have been involved in numerous meetings where the developer of a product or service has explained to the marketing team – the attributes of a product, and which of those attributes will have greatest appeal to the market. I have no doubt that the developer of the product is quite clear on the attributes of a product they have developed. I question, however, the frequency with which they truly understand which attributes will have greatest appeal to various markets. In my experience, most conclusions in this regard are based on common sense and intuition – both of which are unreliable. This highlights the importance of having the marketing team, with their market research, consumer insights, experimentation and observational skills involved from the outset. This also highlights the tendency to develop a product and then decide what the favoured attributes…