In our long history of building digital experiences, we know the most critical factor in creating a successful digital strategy is a deep understanding of our audience. It’s not enough, however, to understand our audiences’ demographics, their personas, or even customer segments.
In order to “build the right thing” for our audience, it’s not enough to understand what our audiences need; we need to understand why they need it.
Why motivation matters
When we know why our audience needs or wants something, we can identify the hidden motivations that drive our audiences’ behaviors. And that knowledge can drastically change the product, the campaign, and/or other solutions we might develop.