Proprietary Model

Consumer Compulsion Matrix

MariGold created the Consumer Compulsion Matrix in 2009 for two purposes:

1. Visually demonstrate how to evaluate a product or service from a consumer’s perspective.
   • Utilization Axis: how useful does the consumer perceive the product or service. Ties to the neocortex portion of the brain which is responsible for reason and language.
   • Fascination Axis: how “fascinated” is the consumer by the product or service. Ties to the limbic system portion of the brain which is responsible for emotion and decision making.
2. Easily plot a product or service’s benefits and features along the Utilization and Fascination axes in order to determine how to move those benefits and features UP and RIGHT toward the “Compulsion” quartile – the ultimate space to occupy.