USAGE & ATTITUDE
Searching for market and competitive opportunities that an existing new product advantageously explore and eventually exploit
Determining the brand’s marketing health relative to competition, and to identify its correct marketing problems and the solutions to those problems
Describing and profile the target market segment by its awareness, usage and purchase, practices, attitudes, and images of the product category, forms and brands as well as by its socio-demographics and psychographics
Finding out the brand’s most effective product benefit positioning in the market and relative to competitors