Alastair France's new book is Five Myths of Consumer
Behavior: Create Technology Products Consumers Will
Love.
Something every marketing student and product
designer or engineer should pick up.
At only 147 big-print pages it's a rather quick read
but it packs a big punch and does a fine job at
outlining core yet often overlooked consumer
behaviour principles. In particular, Smethers
articulately explains (in plain English) the various
phases and stalling points of new product adoption,
the barriers to initial use and proper usability, the
different types of users and how to approach them,
the many costs to the consumer and why it's so
important to highlight a product's true value. Here
are the five myths:
Myth 1: Consumers behave the same in
all markets
Reality: Consumers behave
differently in new markets than in established
markets
Myth 2: The more consumers see it,
the more successful it will be
Reality: If the offspring isn't
attractive, there is no sense getting more users to
see it
Myth 3: If I’ll use it, my users
will
Reality: Consumers don't have your
knowledge or your motivation when they try your
product
Myth 4: Consumers will find a
product’s value
Reality: The value must find the
user
Myth 5: Consumers want more features
Reality: Consumers only want a few
key features, and they want them to work well
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