Moldy Raspberries : A True Tale about Trial Barriers and Deal Breakers
At SEEK, we believe in the power of Empathic Insight. More than a simple category truth or unmet functional need, an Empathic Insight is a statement that reveals tension from having experienced the feelings, thoughts, and context of another person. In this blog, our own Ryan Helzerman takes us through his personal insight about online grocery shopping in a post we call “Moldy Raspberries.”
(Truth) I love grocery shopping. Like… LOVE grocery shopping. While the pandemic nudged a higher percentage of my overall purchases online, I still trudged out to the store to buy food. Every week.
(Motivation) It was my escape. It was my opportunity to get outside and feel like I was in control of something. I could choose exactly which fresh fruit and vegetables I wanted to eat. I could pick the leanest cut of meat, and be delighted by a treasure hunt of launches and innovations that waited for me in every aisle. Even the pandemic-related out-of-stocks were a thrill ride.
(Tension) Because no one is better suited than I am to pick out my fresh fruit and veggies, I rejected online grocery purchase/pick-up/delivery. Once those groceries show up at my door, I’m stuck with whatever I get. And no one is choosier than me.
I’m a busy dad with 3 boys. Last week, I simply ran out of time to get to the store for a routine grocery run. We needed fruit for breakfast and bread for school lunches the next morning. My fridge was bare.
Months of advertising for the grocery picking/delivery services danced in my head. Those happy personal shoppers carefully selecting the most lush and verdant foods for each shopper back at home. Delivered to my door within an hour. And—hey—everybody else was doing it—so why not just try it?
But my Tension remained… would I really get the experience being promised? Reluctantly, I placed my first online grocery delivery order.
When the order came, almost everything was correct. I ordered Honey Wheat bread for the boys’ lunchbox, but I got Whole Wheat instead. Fine. I can live with that.
But the other item I needed for the next morning was raspberries. What did I get?
Moldy Raspberries.
Photo Courtesy of Ryan Helzerman
The mold was visible – it wasn’t some hidden little spore under the label. The picker picked me a clamshell full of Moldy Raspberries.
The saddest part: I had PAID A PREMIUM (the delivery fee) to get Moldy Raspberries. Ryan lost. My trial barrier was validated.
Last week’s Moldy Raspberries were my first online grocery order. And those Moldy Raspberries are also my last online grocery order. Honey Wheat vs. Whole Wheat bread? That’s an acceptable trade-off for convenience. But I’ll never accept Moldy Raspberries.
What are your consumers’ Honey Wheat Breads? And what are your consumers’ Moldy Raspberries?
At SEEK, we help our clients identify and action the deep human insights that guide consumer behavior. Specifically, we use the power of empathy to identify key “Must Haves” that consumers won’t compromise on, and the Trade-offs that consumers are willing to accept when adopting new products. If that’s something you’re interested in learning more about, let us know!