We continue our weekly series traveling through KERN’s Modern Buyer’s 10-Stage journey. The 10-stage journey was developed based on rapidly changing human patterns, the accelerated adoption of online searching and sharing, and the proliferation of social networks and always-on communication abilities.
Stage 2: Recognize Need
After the distraction stage, the consumer recognizes a need which brings them into stage two. Remember, the distraction stage could have been triggered by many different experiences. The customer could have read an article on a topic that brought a new thought into consideration. It is possible that this recognition happens immediately after the distraction stage or days later when the topic of distraction is revisited.
Last week, Tammy’s distraction occurred when she noticed a change in speed between her mobile device and laptop. Now let’s take a look at how Tammy experiences stage two.
Tammy Recognizes Need:
Tammy finds herself lagging behind when grading papers and entering grades for her students. She will have to work from home to get caught up. Already frustrated with the speed of her laptop, the software program she is using crashes and all of her progress is lost.
- Thinking: It’s time for something new—I need to figure out how much this is going to cost me and determine which laptop is best for my needs.
- Feeling: This laptop was perfect for me when the technology was new, but I need to be sure this is still the best brand.
- Experience: It’s been a long time since I had to choose a new laptop and technology has changed a lot since then. I need to find out more about my options.
- Expectation: I paid about $1,200 for the laptop I have now, so I will probably have to spend the same amount on a new one.
- Consideration: The last time I purchased a laptop I received a student discount. I should see if they offer a discount to teachers.
In Tammy’s case, recognizing a need happened days after she experienced her initial distraction. Although Tammy had a less than positive experience with her laptop in stage one, her monetary concerns lengthened the time between stage 1 and stage 2. Continuing to target customers through pre-determined personas will help marketers communicate their brand benefits to customers teetering between distraction and recognizing a need.