The Value of Knowing WHY and HOW

WHY

Early examples of trying to understand the “why” started with focusing on the benefits sought (you buy the drill, but you need a hole). Successful marketers learned not to stop just knowing the facts that lie at the surface of a decision. Countless solutions exist at the fingertips of your customers (literally as those fingers rest on the keyboard). The insights come from asking, “Why do you need a hole?” Asking why, and asking why again, gets to the real motivation—to hang a picture.

Today’s consumer does not type into the search bar, “I need a hole in the wall.” They type in, “What's the best way to hang a picture on drywall?” Not only does the myriad of solutions appear with a click of the button, but the sentence auto-fills before drywall is even spelled out. On the screen appear nine “sponsored” solutions and links to countless more websites. (Nary a drill in sight on the screen of options.)

Knowing why the search was started leads to optimal decisions about how to make the product accessible. But knowing “why” alone does not get your product chosen.

HOW

The “how” part of the story is your brand story. How does the consumer feel when they use your product or become associated with your product? Do they feel successful? Do they feel like the product is delivering on the brand promise? Do they aspire to fit with your brand story?

Good research allows you to peel back the layers to understand why consumers might be looking and if your brand supports how they want to feel.

The WHY and HOW must always matter. Qualitative research is a great way to give your customers a chance to tell their why and share how they want to feel. The open dialogue captures the heart of the customer journey.