measuring the messaging impact of unconsidered needs

This behavioral research study was designed to test the effectiveness of an alternative marketing and selling strategy to the traditional “voice of the customer” approach, based on responding to a customer’s stated or known needs with corresponding capabilities. In this study, the alternate approach is based on Unconsidered Needs—that is, problem areas or missed opportunities that a buyer either doesn’t know about or hasn’t identified.

Specifically, the study sought to determine whether a message—in this case, a sales pitch—based on Unconsidered Needs would enhance the quality and persuasive impact of that message relative to more standard approaches. The experiment was intended to assess message effectiveness across three different areas: presentation quality, uniqueness, and attitudes and choice. As a secondary aim, the study was designed to measure whether the timing of the Unconsidered Needs reference within the pitch would influence its persuasive impact.