I recently brought a group of HomeTrend Influentials (HIPsters) together to test multi-blade food choppers. After testing the food choppers, the HIPsters said they would not be interested in purchasing any of them.
The reason? The margin of benefit. The food choppers did not deliver a large enough margin of benefit to make the HIPsters want to change use habits. It’s much easier and faster to grab a chef’s knife out of the knife block than to get a food chopper out of the cupboard, set it up, use it, clean it up, and put it away.
The takeaway: If a new product requires the consumer to change use habits or behaviors, the margin of benefit must large enough to make the consumer want to break that use habit or change that behavior.