Nascent Demand
The ‘Nascent Demand’ Methodology, developed by Enjoin, consists of a unique series of practical analytical tools that uncover hidden and commonly overlooked key drivers of consumer decisions. These subconscious drivers are normally non-verbalized and can only be revealed through analytical interview techniques conducted by skilled researchers with the active participation of the interviewees. In our one-on-one sessions, consumers divulge authentic and deeply anchored beliefs, attitudes and needs that are the true drivers of success for a service or product.
Rather than providing snapshots of assumed motivational drivers, or initial/spontaneous responses, the Enjoin Methodology creates a complete picture of all drivers essential to the success of a product or service. Active consumer participation in the process co-creates the outcome, thus assuring absolute authenticity that guarantees the accuracy of the results.
Existing hypotheses on product or service attributes are also checked by exposing consumers to prototypes at the end of the interview session where the consumer is able to contrast their developed solution to the prototype features and articulate in more concrete terms missing or non-optimal elements.
The Enjoin Nascent Demand Methodology has been used by global brands to assure and/or optimize successful acceptance by consumers of a product or service. Without a full understanding of these essential drivers, based on a complete picture, there is a serious risk of failure or only partial acceptance of a product or service. The distinctive insights gained by employing the Nascent Demand Methodology provide the means to achieving maximum consumer acceptance, the single most important factor of success and optimization.
Experience and case studies have proven that failure to take into account these hidden drivers leads to an incorrect understanding of the real factors that condition consumer responses and acceptance of new products and services. Without verifiable, empirical evidence of customers’ subconscious perceptions, overt evidence is often misleading or provides only partial or incorrect perceptions. Such a shortcoming causes product, service, or messaging features to be either omitted or incorrectly prioritised, thus hindering commercial success rates.
In contrast, perfect alignment of consumer nascent demand with the marketed product, service and how value is communicated, makes consumer adoption a natural process.