Drivers of the Target group

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Humans have Emotional and Rational drivers, which play a role in taking a decision such as buying a new product. So in order to come up with a product that will be bought, you need to be aware of which drivers your target users/customers consider.
Emotional drivers can be trustworthy, stylish, enjoyable, popularity, pride, exclusivity... all the motives based on subjective criteria. Whereas Rational drivers are based on objective criteria mainly and can be cost, adaptability, durability, innovation, environment friendly, maintenance, quality...
Start mapping your target's needs and values, then try to cluster them until you get a driver "label" for each group. For example, if we consider again the example of a handheld seed spreader: the user needs it to be easy to refill, easy to store and it should spread the seed evenly. These 3 needs could be gathered under the driver "efficiency" or "easy to use". To rank the drivers you can give a weight/power to each need depending on how important they are to the user, then add all the weights of the needs of each driver and compare.
When choosing a product this is what the user does: he has some needs and values and try to find them in the different products available. If the properties of your product (colors, materials, shape, functions, price...) can trigger those drivers, then they'll pick you!
Needs, values and drivers for a handheld seed spreader.