Are we ignoring one in six prospective customers?
Five in six of us are physically and mentally able. And that is a problem, because we can imagine that everyone is able, and so can use the products and services we design, make and distribute as we do.
But for 4.4 million Australians - one in six of us - if our grip is weak, opening a round, smooth edged container can be fraught.
If our vision is not strong, containers or packaging with pale, light, small or very crowded text can lose out to competitors that are in bold colours and simple, strong text.
Apps that require typing passwords into your phone to pay for what you have bought can make paying difficult. As can trying to get smooth plastic cards from your wallet or purse.
These are just some of the problems people who are not able face daily.
And until we fall into an unable space, we may not realise the problems these one in six Australians face every day – and more importantly, how having to cope with products or services designed for the able alters their product choice or service use.
However, there is a solution.
The solution is to expressly include people who are not able in your customer and prospective customer research. Doing that expressly will enable you to find out what they need and what they can physically do. Then you can ensure that you are meeting the needs of able people and also the needs of the 4.4 million people who are not able.
We can help you identify the needs of people who are not able, so you do not miss this large market. To start identifying those needs, call Philip Derham now on 0414 543 765 or email him at [email protected]