Presentation: Love@FirstSight, a study on consumer non-compliance

Love@FirstSight (LAFS) is a consumer insight report that seeks to understand consumer psyche and the problem of non-compliance. The study was undertaken by Lokusdesign.

Why do people not wear helmets despite knowing the consequences?

Why do people not drink milk when they know it's good for their health?

What would compel you to stick to one brand even if there is another equally good option in the market?

These are the questions which Love@FirstSight, a consumer insight based report, took up to understand consumer psyche and the problem of non-compliance. LAFS is a qualitative report which encompasses insights from adult buyers.

Non-compliance is an issue faced by brand mangers in almost all segments. Brand and packaging design consultancy, lokusdesign, came across this problem in its study with milk additives. In an effort to get to its core, the research was expanded, taking the same example.

With a research database of 1000 respondents, Lokusdesign analyzed and understood that non-compliance exists due to three core reasons: love (or lack of it), fear (or lack of it) and addiction (or lack of it). Every action of a consumer was a reaction driven by one of these emotions. After identifying these emotions as motivators, solutions were derived for each one of them.

Lokusdesign found that different variations and stages of these emotions could be overcome by tackling them in specific ways. For example, if a person is not interested in a product, the brand should be enhanced by simply adding an appealing attribute. However, if the variation 'lack of love' is at its peak and the consumer hates the product, it would need a complete transformation.

Even though the study was carried out using milk additives, the findings/solutions can be also be extrapolated to other products. Brand managers can use this study as a tool to understand the potential investment and brand market.

Founded by Shekhar Badve, Lokusdesign is a brand and packaging design consultancy that provides design solutions to brands across a wide spectrum of industries including FMCG, healthcare and wellness, personal care products and food packaging.