What is a drivers and barriers study?
A drivers and barriers study is a marketing research designed to understand the factors that drive consumers to make purchasing decisions (motivations) and the obstacles that prevent them from doing so (barriers).
Motivations
Motivations are the factors that drive gambling data japan phone number consumers to purchase a brand. These may include:
Functional needs : practical benefits of the product (for example, its durability, its ability to quench thirst, etc.).
Emotional benefits : feelings and emotions associated with the product (for example, happiness, confidence, security, etc.).
Social requirements : social and group influences (for example, prestige, belonging, recognition…).
Personal values : alignment with consumer values and beliefs (for example, sustainable products or products not of animal origin, etc.).
Barriers
Obstacles that make it difficult or impossible for consumers to purchase a product or service. These may include:
Lack of awareness. The customer or consumer is not familiar with the product, so it is difficult for them to value it as an option when making a purchase decision.
Lack of relevance. The consumer sees no use in what the brand offers. Why should they buy it?
Complexity or difficulty of use : the product is perceived as complicated to use.
Lack of credibility : the potential buyer does not believe in the messages that the brand is communicating. Is the product really capable of fulfilling what it promises?
Subpar product compared to competitors. There are other brands on the market that consumers perceive as a better option to meet their needs.
Physical availability : it is difficult to find the product or the purchase is complicated.
Fear of change : resistance to leaving a known product and opting for a new one that one has no experience using.
Price : perception that the brand is too expensive or is not included in the purchase set, or is only available in very special situations.
The motivations and barriers used in each study must be specifically tailored to the category and brand to be relevant.
What is the purpose of a drivers and barriers study?
Drivers and barriers studies are used to find ways to increase the customer or consumer base. They are essential in many innovation processes, when a new product is to be launched. In these cases, they are used to identify the perceptions of potential buyers and to define the details of its formulation, packaging design or communication. But drivers and barriers studies are also very useful at other times in the life cycle, such as when the product encounters difficulties in continuing to grow at the expected rate.
The data from the study can be easily used to make immediate decisions. If the brand knows the main reasons for attracting new buyers, it can emphasize them and thus increase the chances that buyers will choose it. At the same time, if the brand knows the barriers that prevent further increase in penetration, it can modify elements of the marketing mix to reduce them. For example, by modifying the product, its communication, increasing its distribution or using opinion leaders who help to transmit confidence.
Of course, each client or consumer can identify more than one barrier, so removing one of them does not necessarily mean that the entire volume of consumers who have mentioned them will be attracted. The impact of each one must be analyzed and the barriers with the greatest potential must be prioritized to clear the way for new buyers.
