Balance of Forces Model

This case focuses on how one can use marketing research based on a core group of loyal customers to “break out” into the wider consumer market. It also points out the problems faced when marketing innovative technologies.
The case describes the challenge faced by TiVo, a California company introducing a new (at that time) type of home entertainment technology: the personal digital video recorder (PVR). TiVo had established a small and very loyal customer base, but were struggling to move beyond this “cult following” and break out into the larger consumer market.

Balance of Forces Case Analysis – in persuasion class notes

You are to analyze this case from the viewpoint of a consumer behavior analyst at the time that the data was collected (2002). Your case analysis should draw upon the case materials in the course package and your knowledge of Consumer Behavior gained so far in the course.

You should focus on the Balance of Forces Model introduced in the class lecture on Persuasion.

Use evidence (data) from the case to decide the specific positive forces for change from the consumer’s point of view: what would drive the switch to TiVo? You should consider the barriers to adoption (resisting forces or “barriers” in the model) and you should also suggest channel factors that will lead consumers to hurdle over your specified barriers. (Remember, channel factors are not channels of distribution, but methods that make people change their behavior and get past reasons not to act!) Finally, make a recommendation: Which one of the three factors (forces) in the model (change or barrier or channel) is most important for suggesting the primary focus of the next stage that the TIVO marketing campaign should be taking (in 2002)? Support your answer.

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