Immediacy & Urgency in CPG

Every time I turn around, there is another example of immediate access to what we desire, be it same-day delivery services, on-demand transportation, streaming full seasons of TV shows, or answers for our inquiring minds via Google Home and Amazon Alexa.

We at Mission Field spend a lot of time engaged in consumer research, and we repeatedly see behaviors that prove our society is willing to pay for convenience through buying time, specifically: valuing goods and services that simply make life more efficient. And this is especially apparent as it relates to the acquisition of consumables…. One which has developed into an exciting space for manufacturers big and small as retailers battle to see which company can deliver more unique items, more quickly. The recent example of Walmart trying to develop its own pickle is a perfect example:  https://www.npr.org/sections/money/2017/11/17/564956657/episode-806-walmarts-pickle

On two current projects, one studying shopper experiences with searching, finding, and exploring products online, and the other an in-store shopper research project, We at Mission Field have been amazed at the high abandonment rate exhibited by shoppers as well as challenge to be noticed on either a store shelf or a digital context. While this poses a risk for brand building it is also an area ripe for innovative real-world testing of new technologies and merchandising techniques, and it makes it especially exciting to be working in this space.

Mission Field continues to help our clients conduct transactional testing to discover new ways to affect the immediacy/urgency paradigm. As one client stated to us recently – “if we don’t learn how to do this now, our brands will lose relevancy before we know it.” We are here and ready to help!