The Inflatable Manufacturer’s Guide to Understanding Who Really Buys Your Products
Have you ever invested time and money developing an inflatable that, in research, was an absolute success… but when it came to selling it to your customers (the rental companies), it didn’t take off? The fault might not be with the product, but with how you’re trying to understand what the market wants.
Philip Graves, an expert in consumer behaviour, has an uncomfortable message in his book “Consumerology”: traditional market research is, most of the time, a massive failure. And the reason is simple: people don’t know why they make the decisions they do.
And this applies both to the end consumer jumping on a bouncy castle and to the rental company buying the inflatable from you. Let’s unravel this.
Why Your Customer (The Hirer) Doesn’t Say What They Really Think
The Buying Brain vs. The Answering Brain
When you ask a hirer what they look for in an inflatable, they will use the logical part of their brain. They will say things like “durability,” “competitive pricing,” and “safety.” All correct and important, but it’s just the surface.
The real purchase decision is made in the emotional and instinctive part of the brain. It’s the part that reacts to images, sensations, and contexts. A hirer doesn’t just buy an inflatable; they buy the feeling of seeing their park full of happy children, the peace of mind of a product that won’t cause headaches, and the status of offering the most sought-after model of the season.
- Practical Example: In research, a hirer might say they prefer the cheapest model. But, when looking at the catalogue, their eye is drawn to the inflatable with the most modern and vibrant design, which promises to be the “star attraction” of parties. Emotion beats logic.
The 3 Principles of “Consumerology” That Every Manufacturer Needs to Know
Stop Asking and Start Observing
From Graves’ book, I highlight three principles that are a wake-up call for the traditional way of doing business:
- Context is Everything.
Your online catalogue is your 24/7 “focus group”. Which products do hirers click on the most? Which ones stay longer in the shopping basket? This is worth more than a thousand surveys. - Don’t Ask, Observe.
Instead of just researching, visit parks and parties. See how hirers set up and use your products. What problems do they face? Which inflatable is the most photographed? This is the research that matters. - Things Are Changing All the Time.
What was a success last summer might be outdated today. The agility to launch designs based on observed trends (not just researched ones) is what separates leading manufacturers from the followers.
How to Apply This in Your Inflatable Factory
Practical Actions to Decipher Your Real Market
1. Photography and Video That Sell Emotion
Stop showing just the product on a white background. Create images and videos with children having fun, parents smiling, and lively parties. You are selling fun and profit, not just PVC and fabric. It is these elements that trigger the hirer’s emotional brain.
2. Create a “Heat Map” of Your Customer
Offer different design options for a new model and see which one has the highest click-through and conversion rate on your website. This is an A/B test and is an observation of real behaviour, far more reliable than a poll.
3. Go into the Field (The Factory is Your Enemy)
Talk to hirers who are already successful. What do they observe day-to-day? Why do end customers choose one inflatable over another? Use this information to guide the development of new products.
Between the Lines
Graves’ final message is not to throw all research out, but to trust behaviour more than words. As a manufacturer, your job is to anticipate desires that not even your customers (the hirers) can clearly express.
Stop trying to hear what they say and start seeing what they do. Create products and communications that speak directly to the subconscious, that awaken desire and confidence. In the end, the success of your business is not in the spreadsheet of survey responses, but in the joy on a child’s face and in the till of the hirer who chose your brand.
Inflated Greetings!
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