Question

Topic: Customer Behavior

Which Is More Popular: 8 Week Or 12 Week Program?

Posted by Anonymous on 7/5/2010 at 12:47 AM ET 125 Points
I have recently finished creating a 12 week anger management program that people can download and do from home, and am currently in the process of creating my brand image.

However it occurred to me a couple days ago that maybe people will be intimidated by 12 weeks and won't purchase the program, and that maybe restructuring the program for 8 weeks would be more marketable.

Does anyone know if there is any research on this topic?
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RESPONSES

  • Posted on 7/5/2010 at 6:37 AM Accepted
    I am not aware of any research that would bear on this topic, and I would urge you not to rely on third-party research for this kind of question. That's because the product you describe is probably unique and thus not likely to be "like" what others have done or researched.

    Besides, your customers will probably buy the unique BENEFIT you're offering, not the number of weeks in the program. If they were buying "weeks," both 8 and 12 sound like a long commitment. They're probably going to want instant gratification.

    You might want to consider a shorter program (e.g., 2 weeks), with the option to extend to 4, 6, 8, 10 or 12 weeks. Or to take it 2 weeks at a time. Can you promise some benefit in just 2 weeks?

    Also, are you thinking this might be an approved therapy that courts might order as part of a sentence for people who have anger issues? If so, what length of program (and what costs) would be optimal for the courts? Have YOU researched this?
  • Posted on 7/5/2010 at 9:37 AM Author
    Thanks very much for this helpful answer. What you say makes sense. I originally considered creating three/four week courses that could be purchased individually, with the option to purchase them as a package for a discount. Then I realized I could publish the program as a book and sell it on amazon etc, which would give the program more credo, and make people more likely to buy it if they see it available as a hard copy.

    I have researched the court ordered anger management, and this is something I'll add later on. It's not possible for me at this stage, and anyway my product targets a different market, people who are actually interested in getting help. The court ordered products do help, but don't have as indepth an approach as my product...

    Thanks again!
  • Posted on 7/6/2010 at 9:49 AM Author
    Thanks for your responses. I decided to go back to the three x four week format, setting it up as three levels. I agree that a longer program is more effective, but my thinking is that people will be scared of the twelve week comittment and so won't buy the program, which won't be effective at all. If they try the first level and like it, they'll continue on....

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