For categories that need change by context.
Using the 5Ws framework (who, what, when, where and why/why not?).
Advantages
- Identifies opportunities in positioning as well as variant development.
- Enables product characteristic understanding so essential in product development.
- Key triggers and barriers that go beyond within the category.
Process
- Diary placement for about 5-10 days to capture different consumption occasions.
- Supplemented with a diagnostic detailed interview.
Output
- Detailed report and menu driven software to evaluate new opportunities.