AIDA Matrix

The AIDA matrix helps to confirm the readiness of the market to purchase your product. There are four stages that must be followed (in order) to secure purchase:

Awareness that a design exists;

Interest for the customer (normally that it achieves the customer requirement);

Desire created to purchase;

Action to buy your particular product.

Too often new products provide the latter reasons to purchase without explaining to the customer the initial reasons of what your design can achieve over the current market - this confuses the purchaser; if too much time is taken in describing the message a clever rival can ride on the back of your explanations to steal the sale to the customer.