Redefining Desirability: Why It’s So Much More Than Intent
Introduction: Beyond Purchase Intent
In the world of consumer packaged goods, achieving Product / Market Fit (PMF) hinges on mastering three critical aspects: Desirability, Viability, and Feasibility—or what we can sum up as "DVF." While Viability examines the business model's sustainability and Feasibility concerns the practicality of production and delivery, Desirability is often the make-or-break factor that dictates a product's market success. Yet, traditional approaches to gauging Desirability through "purchase intent" surveys are proving increasingly inadequate in capturing the true essence of what drives consumer behavior in today's complex marketplace.
The Limitations of Purchase Intent
The concept of purchase intent is straightforward: it measures the likelihood that a consumer will buy a product if presented with the opportunity. However, this measure is overly simplistic and fails to account for the myriad factors that influence buying decisions in a real-world context. Purchase intent surveys typically remove the context of how products are discovered and evaluated within the dynamic, algorithm-driven marketplace, where social dynamics play a significant role.
A Practical View on Desirability
Desirability should not be about whether consumers think they might want a product in a hypothetical scenario. Instead, it should encompass the product's ability to attract and retain consumer interest consistently and compellingly in actual market conditions. Here's how we can rethink Desirability to be more aligned with real-world behaviors:
1. Breakthrough
A desirable product must stand out in a crowded market. It needs to capture attention and provoke interest amidst a sea of alternatives. This involves not just being noticed but also being memorable enough to encourage further exploration and consideration.
2. Convertible
Once noticed, the product must persuade consumers to make an initial purchase. This means tipping the scales in favor of your product over competitors, convincing consumers that trying your product is a risk worth taking.
3. Fulfilling
After the first purchase, the product must deliver on its promises. The consumer’s experience should validate their decision and exceed their expectations, thereby increasing the likelihood of repeat purchases.
4. Habitual
The ultimate test of Desirability is the product's integration into the consumer's daily or regular routines. A product achieves this when it transitions from being an optional purchase to a necessary part of the consumer’s lifestyle.
5. Noteworthy
A product is truly desirable when it compels consumers to share their experiences with others. Whether it’s through word of mouth, online reviews, or social media posts, a product that inspires advocacy is one that has a significant competitive edge.
Leveraging Direct-to-Consumer (DTC) as a Design Tool
One effective strategy to measure and enhance Desirability is through leveraging Direct-to-Consumer (DTC) platforms. DTC not only provides a direct feedback loop from consumers but also allows brands to test and iterate on their products in real-time. By engaging with consumers directly, brands can gather nuanced insights into how their products perform across the various dimensions of Desirability.
Conclusion: Designing for Real-World Desirability
In today’s algorithmically complex and socially driven market, designing for Desirability means understanding and optimizing for these multi-dimensional consumer interactions. It's about creating products that not only get noticed and purchased but also loved and integrated into daily life. By shifting our focus from hypothetical purchase intent to tangible market performance, we can design products that truly resonate with consumers and achieve lasting success.
Let's embrace this more nuanced view of Desirability, innovate in the open, and create products that are not just viable or feasible but deeply desirable. Let’s go 🚀!
