Behavior happens when motivation, ability, and prompt come together at the same moment.
Going Deeper: We begin with specific moments relevant to customers.
Motivation is a someone’s desire to fulfill a need. It depends on the perceived value, expectancy, and timing of their need, as well as their impulsivity.
Ability is their capacity to fulfill a need. It depends on the time, cost, physical and mental effort it takes to meet their need, and how well new solutions fit their already-existing routines.
Prompt is a cue – a marketing messages or intervention – that grabs and holds their attention and causes them to act.
We use surveys to gather smart data – four metrics on motivation and five on ability – to reality test each need.
We then conceptualize product and marketing concepts that increase motivation and ease on the needs that matter most.