Desirability studies are research methods involving qualitative techniques used to understand how people feel about a product, service, or concept. They aim to find what people find attractive about a product or idea and any barriers to its adoption. They're used in product development, branding, and market research.
Conducting desirability studies can help your company in a multitude of ways. They give you insights about your potential audience – their perception, attitudes, and emotions, which can help you shape your product or service. You can also use those studies to find what people desire at the moment and use this information to drive innovation within your company, ensuring that the final product meets its target audience's needs.
By understanding what people find desirable, companies can also develop more effective branding strategies and communication that resonates with their target audience, leading to more informed decision-making.
How to approach the challenge of conducting desirability studies? Make sure you use various research methods to gather data from diverse participants. It's crucial to include open-ended questions to encourage participants to share their thoughts and feelings without being subjected to already existing answers. Once you've collected the data, analyse it carefully and consider all inputs.
Remember not to use leading questions or biased language to avoid influencing the participants' responses. And last but not least – don't dismiss negative feedback as unimportant. It can help you identify potential weak points of your product or service.
Desirability studies are a great way to check whether your product is appealing to your users, the potential improvement areas, or what people are looking for and answer them with a new product or service. It's a valuable tool for your current product and a source of innovation.