Five in six of us are physically and mentally able. And that is a problem, because we can imagine that everyone is able, and so can use the products and services we design, make and distribute as we do.
But for 4.4 million Australians – one in six of us – if our grip is weak, opening a round, smooth edged container can be fraught.
If our vision is not strong, containers or packaging with pale, light, small or crowded text can lose out to competitors that are in bold colours and simple, strong text.
Apps that require typing passwords into your phone to pay for what you have bought can make paying difficult. As can trying to get smooth plastic cards from your wallet or purse.
These are just some of the problems people who are not able face daily.
And until we fall into an unable space, we may not realise the problems these one in six Australians face every day – and more importantly, how having to cope with products or services designed for the able alters their product choice or service use.
However, there is a solution.
The solution is to expressly include people who are not able in your customer and prospective customer research. Doing that expressly will enable you to find out what they need and what they can physically do.
Then you can ensure that you are meeting the needs of able people and also the needs of the 4.4 million people who are not able.
We can help you identify the needs of people who are not able, so you do not miss this large market. And to start identifying those needs, call Philip Derham now on 0414 543 765 or email him at derhamp@derhamresearch.com.au or use the https://www.derhamresearch.com.au/lets-get-started-form/
Or see more at: https://youtu.be/YCKfKyqrjmE
And today; I have been writing about the one in six Australians who are not able and how their needs may not be effectively met by existing products or services.
In doing so, I have noted this concern in the past in LinkedIn in text, in a specifically recorded video of me, and now, for pre-Grand Final fun, in an AI-generated video.
I used Hey Gen’s AI platform to create the video and uploaded a static video of my face. Hey Gen’s AI tools had my face smile, speak and tell the not-able story.
My looks could perhaps be better if I’d used another static photo for the AI tools to use to create my face as an avatar, but using my face keeps attention on my brand, rather than some other not-associated person’s avatar.
For speed, I chose to use an existing voice, rather than record my own, but the entire speaking was from my text as written.
Some who have seen this note that it is clearly an AI-generated video and so wonder about the message, but the message is spot-on and we do need to review our products and services to ensure they also serve the not-able as well as those of us who are presently able.
Please contact me (0414 543 765 or derhamp@derhamresearch.com.au) if you would like to discuss this customer need further. Or to comment on my use of AI, too!
