{"id":102117,"date":"2023-05-15T14:13:00","date_gmt":"2023-05-15T18:13:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=102117"},"modified":"2023-05-16T12:04:15","modified_gmt":"2023-05-16T16:04:15","slug":"consumer-expectations","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/consumer-expectations\/","title":{"rendered":"Unraveling Consumer Expectations: The Key to Innovation"},"content":{"rendered":"\n

Why is it important to understand consumer expectations? How can it drive product innovation and success?<\/p>\n\n\n\n

In today’s competitive business landscape, understanding what motivates consumers is paramount to achieving success. According to Clayton Christensen’s book Competing Against Luck<\/em>, by aligning products with consumer expectations, companies can accurately predict their success in the market.<\/p>\n\n\n\n

Keep reading to learn how to truly understand consumer expectations, according to Christensen.<\/p>\n\n\n\n\n\n\n\n

What Are Consumer Expectations?<\/h2>\n\n\n\n

According to business academic Clayton Christensen, successful leaders don\u2019t use data to inspire innovative business<\/a> decisions\u2014instead, they use their subjective understanding of consumer expectations. Let\u2019s take a closer look at Christensen\u2019s idea of consumer expectations, which is the concept at the core of his framework for innovation in Competing Against Luck<\/em>.<\/p>\n\n\n\n

(Shortform note: Christensen uses the term “jobs” in Competing Against Luck<\/em> to describe consumer expectations.)<\/p>\n\n\n\n

What Are “Jobs”?<\/h3>\n\n\n\n

Christensen defines a “job” as a specific expectation that consumers have about a product and that they accomplish by buying a product, such as \u201centertain me and help me forget about work during my vacation.\u201d He explains that understanding consumer expectations provides insight into customers because it identifies the root motivation behind a customer\u2019s purchase<\/strong>, something that impersonal, often superficial data are ill-suited to accomplish.<\/p>\n\n\n\n

Identifying consumer expectations comes with many benefits, notes Christensen. Once you\u2019ve defined consumer expectations in detail, it\u2019s much easier to come up with innovative ideas on how to better accomplish them. Additionally, you can predict whether an innovative product will succeed in the marketplace by judging how well it accomplishes them.<\/p>\n\n\n\n

To clarify what counts as a \u201cjob\u201d by Christensen\u2019s definition, let\u2019s take a look at three characteristics of a consumer job.<\/p>\n\n\n\n

Characteristic #1: Jobs Are Situation-Dependent<\/h3>\n\n\n\n

Consumer expectations are tied to specific situations<\/strong>, and it\u2019s vital to keep these situational factors in mind while brainstorming<\/a> innovative ideas, according to Christensen. A customer may buy the same product to accomplish two different jobs in different circumstances. By designing each of your products for just one of these discrete circumstances, you ensure that you\u2019re giving the customer exactly what they\u2019re looking for at different points in time. This unique situational value is necessary to attract customers<\/a>.<\/p>\n\n\n\n

For example, if you make fishing rods, consider that customers buy them for two different jobs: 1) to compete in high-stakes fishing competitions, and 2) to give to their children. The best innovators might design a rod that specializes in just one of these two jobs\u2014for instance, a fishing rod for children that\u2019s safer and easier to use.<\/p>\n\n\n\n

Christensen argues that this connection to specific situations is the primary characteristic that distinguishes consumer expectations<\/em> from needs<\/em><\/strong>. Business and marketing experts frequently use the term \u201cneeds\u201d to conceptualize consumer demand. Customers have many needs, but they\u2019re often too vague and detached from a specific situation to accurately describe why customers make the purchases they do or guide innovation.<\/p>\n\n\n\n

For instance, imagine someone invents a \u201cheated sweater\u201d that you plug into the wall to turn on. This invention ostensibly fulfills a customer need by helping people keep warm, but there\u2019s no specific situation<\/em> in which someone would pick it over a heated blanket or a thick coat. Ideas like this based on a vague need rather than a situation-dependent job often fail in the market.<\/p>\n\n\n\n

Characteristic #2: Jobs Are Specific, but Not Too Specific<\/h3>\n\n\n\n

Consumer expectations exist at a specific level of abstraction that makes them ideal for sparking innovative product ideas<\/strong>, explains Christensen\u2014they\u2019re not too specific, but they\u2019re not too vague. Consumer expectations that are too specific detail exactly what kind of product is necessary, preventing you from coming up with new ideas. On the other hand, consumer expectations that are too vague aren\u2019t tied to a specific situation\u2014which, as we discussed, is necessary to design a product that satisfies customers. True consumer jobs are just specific enough to inspire a wide range of solutions, helping you discover less obvious innovations that no organizations have tried before.<\/p>\n\n\n\n

For instance, if you sell fishing rods, \u201csuccessfully reel in large freshwater fish\u201d would be too specific to qualify as a consumer expectation\u2014the only possible product that could solve this job is a strong fishing rod, boxing in your creativity to this one idea. On the other hand, \u201chelp me relax\u201d would be too vague to qualify as a job: It\u2019s detached from a specific situation, so it can\u2019t help you design a product with enough unique appeal to attract buyers. Someone designing a \u201crelaxing fishing rod\u201d might embed a relaxing scented potpourri in the handle\u2014but there\u2019s no situation<\/em> that would inspire someone to buy that.<\/p>\n\n\n\n

You\u2019re looking for a job that\u2019s just specific enough to inspire innovative ideas\u2014in this case, you could say that fishing rods solve the job of helping people \u201cfill time and appreciate the outdoors during leisure time.\u201d Then, you could ask: How could I make a fishing rod that helps people appreciate the outdoors? Perhaps this gives you the idea for an innovation: a biodegradable fishing line.<\/p>\n\n\n\n

Characteristic #3: Jobs Involve Both Physical and Emotional Factors<\/h3>\n\n\n\n

Finally, Christensen emphasizes the need to take emotional factors<\/em> into account when defining consumer expectations<\/strong>. Customers buy products not only to improve physical conditions in their lives but also to spark positive emotions and resolve negative ones. In particular, consumers are concerned about how the products they use will make those around them feel\u2014especially how others feel about them<\/em>. If you focus your innovation solely on the practical solutions that your product offers, you may be ignoring an emotional cost of using your product that could dissuade customers from buying it.<\/p>\n\n\n\n

For example, if a company invents a winter coat that retains significantly more heat than anything else on the market, but it\u2019s so enormously puffy and colorful that people feel embarrassed wearing it, it probably won\u2019t sell well. The company should have anticipated this emotional factor while designing it.<\/p>\n","protected":false},"excerpt":{"rendered":"

Why is it important to understand consumer expectations? How can it drive product innovation and success? In today’s competitive business landscape, understanding what motivates consumers is paramount to achieving success. According to Clayton Christensen’s book Competing Against Luck, by aligning products with consumer expectations, companies can accurately predict their success in the market. Keep reading to learn how to truly understand consumer expectations, according to Christensen.<\/p>\n","protected":false},"author":19,"featured_media":56772,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,103],"tags":[1020],"class_list":["post-102117","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-sales","tag-competing-against-luck","","tg-column-two"],"yoast_head":"\nUnraveling Consumer Expectations: The Key to Innovation - Shortform Books<\/title>\n<meta name=\"description\" content=\"Why is it important to understand consumer expectations? 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