Startups · Entrepreneurship

What makes a user care about a product or service?

Uzair Usman Partner at Usman Group | Independent Business Consultant

October 1st, 2016

Looking into launching an online service and trying to understand patterns and user behaviour before going all out. In your experience what do you think makes the users care?
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Scott McGregor Advisor, co-founder, consultant and part time executive to Tech Start-ups. Based in Silicon Valley.

October 1st, 2016

I had a great mentor in Jef Raskin, who was the experience designer for the Macintosh. Jef taught me many valuable things. The first is that no one really wants a product. They want an experience and they merely believe or hope that a particular product will deliver that experience. If the product does deliver the desired experience you will have enthusiastic users. If the product does not match the desired experience users won’t care and your product will not get noticed.

Donavon Urfalian A.I. Engineer / Entrepreneur / Founder & CEO @ Umazed / Kodo Startups

October 1st, 2016

Hello Uzair. You ask a great question. I read the thread and found that people gave good responses, and I'd like to offer my two cents worth. What makes a user care about a product or service is a differentiating idea that's wrapped around the product or service that is emotionally charged and inculcates the vision and mission of the company that is embodied in the founders and told with a simple story that solves a real world problem and adds value to people's lives.

John Mousseau Proven Management & Marketing Consultant | I Focus on My Passions So You Can Focus on Yours.

October 1st, 2016

Hi Uzair.  There are a lot of reasons users care about a product or service but the key reason is that the product or service is fulfilling a need that they have.  Think about products or services that you use/purchase and why you use/purchase them.  It's because you have a need and that product fulfills it.  In addition, once you've found the products/services that fulfill your need, what brand you choose is dependent on what values the brand stands for and if the brands values speak to you as a consumer.   If you service fulfills a need consumers have and your brand attributes and values speak to consumers, they will purchase/use your service and ideally spread the word to other consumers via word of mouth.  

Rajiv Menon Founder at Informulate

October 1st, 2016

1) You're solving a problem they really care about, and know precisely which sub-segment of clients are the early adopters
2) The marketing message as well as the app is easy to understand/use
3) Its reasonably priced and cheaper than what they use today to solve that problem
4) It delivers on the promise
5) You and the product team keep iterating and learning more about the secondary use cases to create ongoing value and engagement using customer discovery, lean experiments and analytics

Dr. Miller Cannabis consultant to w/c insurance companies.

October 1st, 2016

Scott McGregor says it best. Brilliant. 

Don Rector

October 1st, 2016

What I have found to be #1 in the users mind is the product or service MUST solve a real problem in the eyes of the user. The bigger the problem you solve, the more willing a user will put up with short comings of the user experience. Not saying you can deliver a PS and the user put up with it. Don Rector Pls excuse my typos this was tapped one character a a time on my iPhone

Tom Cunniff Founder at Cunniff Consulting, B2B Brand Consultancy

October 1st, 2016

  1. Utility
  2. Utility
  3. Utility

Dr. Miller Cannabis consultant to w/c insurance companies.

October 1st, 2016

Think of this as an intelligence operation as all things are just that information gathering. I don't know what your product or service is, however, the rules stay the same. This where research comes into play, first reverse engineer your product or service, know who's going to buy, but for the most import aspect what do you want and what does your customer want. Those two demographics will overlap. Then take a very close look at where your customer interest lies. You will find a pattern, then exploit the pattern. Meaning examine them closely find out their common interests and go to their influencers. Make sure your product is shiny and attractive and wave it in front of your customer through the influencer. Keep track of the news of the day and coordinate your service or product to stay in tune with the feelings of the day. Surround your competition with every conceivable tagline, word etc that overlaps their audience, and take their customer base.

Rill Hodari

October 4th, 2016

It really depends on the user and the product or service category. In some more commodity categories (such as general information apps like weather, traffic or news), lower to no cost to obtain and use is pretty high on the list of priorities. For other categories the price is part of the brand equity.

It also depends on the user. Different users have different brand attribute preferences and again depending on the category they may or may not self-report these preferences well. Some products have some social dynamics entanglements that convolute stated responses. In those cases there are ways to construct behavioral experiments to discern preferences.