Presentation: ‘The Sticky factor: Finding the Yin to the Yang in the app world’; QRCA Worldwide Conference, Vienna, April 2016

Despite increasing mobile penetration, only a minuscule number of apps are financially successful. The current challenge that most apps face is getting consumers to stick with them.

When online portals and apps analyze consumers from a business perspective of ‘stimulus-reaction’, the richer emotional nuances that surround decision-making are lost. In this paper, we propose a model which overlays the consumer perspective gained from Campbell’s Hero’s journey on to Nir Eyal’s Hook Model – an analytical business model. The resultant model called “the sticky factor” helps diagnose issues related to an app, uncover need gaps, and give rise to powerful solutions that address conflicts, emotions, barriers, expectations, and influences faced by the consumers.

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