Integration of product and personal motivation yields KPI lifts

Bill Harvey, Bill McKenna, Kasper Skou and Charles Cantu

Presents a case study in which combining conscious product-specific motivations and subconscious personal motivations yields the best results.

Abstract

Ads convey promises on two levels: conscious product-specific motivations, and subconscious personal motivations.1 A case study is presented in which combining both types of motivations yields the best results.

Background

Ernst Dichter int This concept flowered into a widely used procedure of using qualitative research to detect the benefits sought by consumers in a specific product category, and then using quantitative research to measure the size of each "benefit segment" in a product category. Different ads could then be created for different benefit segments, or as many benefits as possible could be combined into the same ad. For example, a brand of toilet paper found that combining "softness" and "strength" in the same ads raised sales compared to earlier when it had separated the two benefits into separate ads.

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