Keep It Simple, Whatever That Means!

Shoppers in your store may be attracted by technological complexity, but most often, what they’re seeking from the complexity is life simplicity. That’s the conclusion of a survey conducted by Ipsos and sponsored by Ketchum Global Research & Analytics, a consultancy specializing in how to position products, brands, and businesses in consumers’ minds.
     The message is to discern what life simplicity means to your shopper before you describe the benefits of purchasing what you’re selling. Keep it simple, whatever that means to the individual consumer.
     The Ketchum study divides consumers into four groups, based on analyses of the survey responses of a total of about 6,000 consumers in the U.S., U.K, France, Germany, Spain and China. Here’s my version of that typology, using the Ketchum names for the groups:

• About 1 out of 6 consumers is a “Disconnect.” These shoppers view technology as introducing unnecessary confusion. Offer them basic products, or if a product has many technological capabilities, mention only the few that are directly relevant to the needs of the shopper. Prevent shopper suffocation from what the Ketchum consultants call “jargon monoxide.” 
• About 1 in 5 consumers is a “Pragmatist,” who views technology as a tool helpful in accomplishing tasks and maintaining contact with friends and family. Pragmatists also have a particular interest in using technology to manage their health. Those are the benefits you should be describing to these shoppers. 
• “Informaniacs” constitute about 1 in 4 consumers. Like the Pragmatists, the Informaniacs consider technology a tool to accomplish certain objectives. However, the objectives have more to do with getting information and discovering opportunities than in relating to people. Quick search capabilities are important features in electronics products. Easy and comprehensive personalization are valued in all products. As you might expect, many Informaniacs love telling others what they’ve discovered, so these people can be good referral sources for you. 
• Over 1 in 3 consumers is an “Enthusiast” about the latest technology for its own sake. Unlike the majority of consumers, Enthusiasts are happy to take on the complexity because the mastery empowers them, making them feel superior to others. As you minimize the capabilities list when selling to Disconnects, you’ll open the spigot wide when bragging about technological innovations to Enthusiasts. 

     There are important differences among countries and cultures. About 44% of Chinese respondents said they love their smartphones, while only 24% of respondents in France said this.

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