How can brands leverage the reality of consumer usage of services or products? 

Consumers don’t always follow the message a brand is trying to convey. People often trust other people over brands and like to create their own experiences. This is actually a goldmine of opportunity; it means lots of occasions that consumers have designed themselves, what consumers don’t like and that brands can embrace. 

U&A ANALYSIS

Identify the usage and consumption occasions that currently matter most, and could matter in future.

KEY INSIGHT NEED

I want to understand… the most important occasions that are emerging in my category and related categories

By revealing… fastest growing brands, propositions and moments of consumption

So that I can… evolve how my brands are positioned, develop new innovations and identify areas to assess for acquisition

OUTPUTS & APPLICATION

  • Identifying the ways in which consumers are using a product/service

SERVICE DESCRIPTION

Evaluation of the emerging occasions that exist around a category by identifying the fastest-growing brands and propositions.

DATA COMPONENTS

Twitter Forums & Blog
News Reddit
Instagram Google Search

 

CATEGORY PAIN-POINTS ANALYSIS

Inspiration for new products and services, or improvements to existing ones

KEY INSIGHT NEED

I want to understand… what matters to consumers when they choose products in my category

By revealing… the rational and emotional needs for consumers, and how they assess value and quality against them

So that I can… re-align product-market fit and communicate the features that consumers value most

OUTPUTS & APPLICATION

  • Developing a brand-agnostic view of what consumers expect within a category to inform product development
  • Understanding the hierarchy of value to inform how to communicate the benefits of existing propositions

SERVICE DESCRIPTION

A process to reveal the key determinants of value within a category/market, enabling identification of whitespaces to target for growth

DATA COMPONENTS

Twitter Forums & Blogs
News Reddit
Instagram Google Search
Online reviews Basket data