How to make a good first impression | WARC | The Feed

How to make a good first impression

First impressions matter for innovations and can be used to provide insights into innovation adoption as well as help refine the prediction of an innovation potential, new research shows.  

The research

Global research from Ipsos looks at the importance of consumers’ first impressions when they encounter an innovation.  This involved analysis of verbatim responses from 4,500 respondents to 300 concepts tested across a variety of product categories in 13 countries.

Key considerations

1. Fulfil an unmet need. Otherwise consumers will see no requirement for your product or will concluded there is nothing special there.
2. Understand if there are any negative barriers. Capturing “positives’ is only half the picture – you need the full picture to drive success.
3. Dress for success. Leverage your package and product design to differentiate yourself.
4. Be innovative. It is not enough to be new, different, or interesting. Meet an unmet need in a truly different way.
5. Be clear. Insufficient information or vagueness will lead consumers to stay with the status quo.

Final thought

Consumers’ positive thoughts included seeing the innovations as meeting their needs and/or as making their lives easier, simpler or faster. Consumers’ negative thoughts included perceptions of the innovation as unnecessary, expensive, or not offering anything new.