Where do you usually get your coffee?
Some tend to visit one or two cafés regularly and so are used to the look and taste of the coffees there, and to chatting with the staff too. Others regularly get their coffees from servos, or fast food outlets, or have their coffees at work, or at home. Some don’t drink coffee at all.
But the uniting factor is the implicit tendency to see one’s coffee practices as the norm. And notice a slight discomfort feeling when they have coffees in other cafés, in other parts of the city. They note that the coffees don’t taste quite normal, look different and the cup sizes are not the same.
This “what we are used to” feeling is much the same for other elements in people’s personal and business lives. And the “what we are used to” normal expectations influence feelings towards brands and so brand purchase and use. And a business problem can be that we are so busy in our jobs that the “what we are used to” can implicitly become the norm seen for everyone – for us, for our customers and for our prospects, and so we think and communicate from our “what we are used to” perceptions.
Yet our customers and prospective customers are many and diverse, and all have their own normal-to-them perceptions, which like coffee practices, can markedly differ from ours.
We can help you to get inside the many different but “what we are used to” normal perceptions of your customers. Our research can provide you with the words, terms, images, and approaches that resonate with the many different groups and help you to motivate them to doing more with your business. To know more, please call Philip Derham on 0414 543 765, or email him at derhamp@derhamresearch.com.au