Fundamental to understanding category usage habits and attitudinal segments that populate the category.
Advantages
- Leverages a neutral scenario to understand product usage, motivations and decision making.
- Goes beyond just economic factors and understand underlying attitudinal constructs that drives people to behave differently.
Process
- In-home, detailed interview.
- Supplemented with diaries ahead of time to capture usage patterns.
- Provide a comprehensive market construct and with time see emerging trends.
- Can recruit specific groups of respondents for deeper learnings.
Output
- Detailed findings, Idea generation workshops based on foundational understanding.
- Menu driven software to evaluate opportunities.
