The ‘Idea Grid’ (also known as the FCB Grid) is a strategic matrix used to classify products based on two dimensions: Involvement (High vs. Low) and Decision Driver (Thinking vs. Feeling). By placing your product in the right quadrant, you can determine exactly how to talk to your customers and what features to build.
The Psychology of Choice
Not all purchases are made for the same reasons. Some are logical and expensive; others are impulsive and emotional.
Define Your Product
Clearly identify the specific product or service you’re analyzing.
Example: A new model of high-end smartphone.
Map the Dimensions
Evaluate your product on two scales:
- Involvement: Is it a big, risky purchase (High) or a routine, cheap one (Low)?
- Decision Driver: Is it chosen based on facts/logic (Think) or emotions/status (Feel)?
Smartphone:
- High Involvement: It’s expensive and used every day.
- Think/Feel: Mostly “Think” (specs, battery) but some “Feel” (brand, design).
Identify Your Quadrant
Find where your product lands:
- Q1: High Involvement / Think (Informative): e.g., Insurance, Cars. Focus on facts and logic.
- Q2: High Involvement / Feel (Affective): e.g., Jewelry, Fashion. Focus on imagery and lifestyle.
- Q3: Low Involvement / Think (Habitual): e.g., Detergent, Groceries. Focus on familiarity and price.
- Q4: Low Involvement / Feel (Satisfaction): e.g., Candy, Movie Tickets. Focus on pleasure and mood.
Generate Strategy
Brainstorm ideas that align with that quadrant’s “logic.”
- Marketing: Create in-depth technical comparison videos.
- Product: Focus on measurable benchmarks (camera megapixels, charging speed).
- Service: Offer a 24/7 technical support line.
Practice
Product: “A Luxury Handbag.” It is High Involvement (expensive) and Feel (status/emotional). What kind of advertisement would work best for this?