"New product concepts that seem sensible are easier to believe than those that require acceptance of an unfamiliar premise."
I am attracted to stimuli that inspire compelling consumer hypotheses. I apply a system of trial and error with this approach however, which makes it a bit of an art. There is one noteworthy component I wish to share: where possible, I apply stimulus that is consistent with consumers' belief systems to help ease their acceptance of the resulting new product concept.
In the example l shared last week, I presented scientific research that showed certain anti oxidant ingredients could help mitigate hearing loss. Free radical formation is widely known to contribute to signs of aging, as with skin wrinkling. Further, anti oxidant treatments are generally recognized as an effective means to fight wrinkle formation. So, it would be reasonable to expect that consumers would accept this approach as a means to help prevent age related, free radical induced hearing loss.
Contrast this with research that shows that drinking moderate amounts
of alcoholic beverages (beer, wine, spirits) can help reduce the risk of dementia (i.e. delay its onset) http://www2.potsdam.edu/alcohol/HealthIssues/20071025202420.html .
While provocative, it is also somewhat counterintuitive as most consumers know that drinking alcohol destroys brain cells and can cause short term cognitive impairment. In addition, research also shows that even slightly more than moderate drinking in middle age will accelerate cognitive decline. http://articles.latimes.com/2014/jan/15/science/la-sci-alcohol-cognitive-decline-20140115
Confused? So was I. As a result, I think that most middle aged consumers would be somewhat skeptical of a cognitive health regimen that advocated regular, modest alcohol consumption even though this has scientifically validity.
In my opinion, it is best to work with stimulus that allows us to in effect, "paddle downstream" when communicating with consumers. It is best to avoid invoking information that challenges their belief system or could be considered confusing or ambiguous.