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The Structure of Consumer "Naive Science"

Understanding the "naive science" of your consumer will help you develop compelling product promises.

defines a language for presenting new and improved product function shapes expectations about possible vs. impossible benefits

Consumer "Naive Science" in your product category

forms a basis for understanding brand performance differences creates a reference frame for credibility of claims

defines a language for presenting new and improved product function		shapes expectations about possible vs. impossible benefits
	Consumer "Naive Science" in your product category
forms a basis for understanding brand performance differences		creates a reference frame for credibility of claims

People have a natural need to build their own theories about how the world works. Understanding your consumers as naive scientists will help you develop more credible and clearer ways to talk to them about the product efficacy and superior aspects of your brand.