The Depth Psychology of Product Benefits
Qualitative insights into the mindsets of consumers for your business must always begin with an exhaustive portrait of why and how the consumer cares about your product. In virtually every industry category, answers to these questions are gained at three psychological levels -- functional, experiential and symbolic.
| Focus on... | To Learn... |
|---|---|
| Functional | How the product meets lifestyle needs |
| Experiential | How the usage experience is positive for the senses and the emotions |
| Symbolic | How the product choice reflects/reinforces consumer values |