What Motivates People to Try a New Product.

What does it take to get someone to try your product for the first time?

A discount or promotion is the most common incentive, mentioned by 45% of respondents aged 18–55.

Curiosity comes next at 37%. Recommendations encourage 26% of respondents to try a new product.

Another 18% turn to something new when their usual product is unavailable. Design and packaging were mentioned by 15%, and advertising by 11%.

The findings point to several opportunities for brands.

A promotion can lower the barrier to a first purchase. But it is important to understand whether people will return once the discount ends.

Curiosity can draw attention to a new flavour, format or way of using a product. A new launch therefore needs a clear answer to the question: “What is new here for me?”

Recommendations start with the experience of people who have already tried the product. And the absence of a familiar item highlights how important it is for a brand to be available at the moment of choice.

The 11% figure for advertising does not mean its role is limited to directly prompting trial. Advertising can also build awareness, explain a new product and support other touchpoints.

These figures reflect respondents’ answers; the contribution of each channel to actual purchases needs to be assessed separately.

What do you think matters more for a new product: an attractive first purchase or a reason to come back for a second?

Data processed by Media Systems