Define the situational factors affecting brand choice in the moment of truth
While people have over-arching principles that guide many of their choices, the specific situations in which they find themselves also influence their decisions. For instance, consumers who are typically defined by health-oriented attitudes – eating foods that are nutritious, for example – may still pick options that are more indulgent in certain circumstances. When surrounded by friends, or at a special event, their values may take a back seat, if only for a minute or an hour or a day.
An important lens for viewing how brands and consumers connect (or not) is “Jobs to Be Done.” It is imperative to understand consumers’ underlying goals (or “jobs”) when they are shopping or consuming, with most falling into three key categories:
Functional – e.g., healthy, close at hand, inexpensive
Emotional – e.g., nostalgic, relaxing, stimulating
Social – e.g., connecting, celebrating, self-care
In addition to traditional people-oriented segmentations, studies can also identify segments of occasions (often called “need states”) that operate at the moment of consumption. (Examples from food and beverage are “Pick Me Up” or “Treat Myself.”) Understanding how consumer needs may vary according to the situational context is a critical ingredient that helps marketers understand opportunities to increase the mental availability of their brand.
