Pain Points
As consumers use your product or shop within your category, what frustrates them? What deficiencies might your brand solve to either keep consumers or gain new fans?
Behavior & Consumption Diaries
We build custom mobile consumption diaries. Each time consumers use your category or competing categories, they record their consumption, answering key questions. This information allows us to ensure that your product is fully addressing real consumer behavior.
Need States
What are the situational needs that drive consumption of your category and brand? This can include functional needs like “convenient weeknight dinner” or emotional needs like “connect with loved ones”. Combining an understanding of need states with jobs to be done or segmentation can yield a powerful understanding of your consumer.
Distinctive Brand Assets
Fonts, colors, shapes, brand characters…the most iconic brands “own” distinctive brand assets. Research can help you to identify what assets your brand owns in the minds of consumers vs. those that consumers simply ignore. This allows you to focus on the “owned” assets and drop the rest, moving your brand closer to iconic status.
Multicultural Research
Multicultural research is about understanding how usage, attitudes, and motivations differ across different ethnic groups and identifying opportunities to leverage those differences to create advantage for your business.
Segmentation
Segmentation is an analytical technique that is often layered onto one of the above methodologies. It identifies groups of consumers who are similar in terms of their demographics, psychographics, behaviors, attitudes, etc. Personas based on segmentation are meaningful and reflective of consumer truth.
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