Innovate to Motivate

To understand consumer behavior, we must first understand motivation - which starts with a perceived need. Consumers only buy products when they're motivated, so understanding how motivation develops is key to effective communication and marketing. Feature Benefit Laddering is a helpful tool in unpacking a product or service by starting with its primary features, connecting them to benefits, and laddering those benefits up to the values people want. This helps show consumers how a product or service connects to what they want and can activate their needs and wants.