5 Myths of Consumer Behavior

 
I just finished Paul Allen Smethers and Alastair France's new book Five Myths of Consumer Behavior: Create Technology Products Consumers Will Love. It's been required reading at the office and for good reason. It's a superb book! Something every marketing student and product designer or engineer should pick up. [It also supports/echos some of what Jane ("the empathic economy"), Susan ("making customers happy") and Russell ("uncovering insights") touched on in their recent interviews here.]

At only 147 big-print pages it's a rather quick read but it packs a big punch and does a fine job at outlining core yet often overlooked consumer behaviour principles. In particular, Smethers articulately explains (in plain English) the various phases and stalling points of new product adoption, the barriers to initial use and proper usability, the different types of users and how to approach them, the many costs to the consumer and why it's so important to highlight a product's true value. Here are the five myths:

Myth 1: Consumers behave the same in all markets
Reality: Consumers behave differently in new markets than in established markets

Myth 2: The more consumers see it, the more successful it will be
Reality: If the offspring isn't attractive, there is no sense getting more users to see it

Myth 3: If I’ll use it, my users will
Reality: Consumers don't have your knowledge or your motivation when they try your product

Myth 4: Consumers will find a product’s value
Reality: The value must find the user

Myth 5: Consumers want more features
Reality: Consumers only want a few key features, and they want them to work well