In order to find out why people of this digitally connected age do what they do and use different products/services, we really need to dig down and strike at the heart of the matter. It’s about finding the core feeling of the generation.
It’s about finding the core feeling of the generation (Basically Human instincts)
One method is to try asking the questions “WHY” as many times as it takes to get an emotion which is very important. It comes from the Japanese technique adapted from the Toyota Production system described by Taiichi Ohno as the “5 Whys Method”. It is the method of repeating ‘why?’ five times in to order to dig into the nature of the problem thereby making the solution clear. So when it comes to figuring out why people use a products or services (mainly habit forming ones), internal triggers are the root cause and the ‘whys’ will help us find out why.
So when it comes to figuring out why people use a products or services (mainly habit forming ones), internal triggers are the root cause and the ‘whys’ will help us find out why.
Let us analyse this in terms of products or services. Say a fancy tech service like a new social network or a new app. And let us take a person named Joe. Let us build a narrative around the tech service and the user persona and ask the ‘why’ questions. Here are the questions:
Why 1: Why would Joe want to use Inbox?
So that he can send and receive messages.
Why 2: Why would he want to do that?
Because he wants to send and receive information quickly.
Why 3: Why does he want to do that?
To know what’s going on in the lives of his friends, family, colleagues etc.
Why 4: Why does he need to know that?
To know if someone needs him.
Why 5: Why would he care about that?
He fears being out of the loop.
We now got that ‘Fear’ is the powerful internal trigger and the reason for the need to explore new products and services.
And if we try to unpack the emotions, it started with external recommendations or information which catch one’s attention or makes one curious. Once the person used that product or perform an activity regularly, it became a habit.
And the product or services like a social network alleviates the increasingly recognizable “pain” known as “ fear of missing out” or FOMO. It is the fear of losing a special moment that instigates a pang of stress. The negative emotion that triggers people to perform an activity or search to satisfy that need.
Nowadays, it is a social phenomenon which is even misunderstood for genuine curiosity or interest.
So watch out for the FOMO triggers.