This is the step where we investigate the consumer in great depth in order to gain a better understanding of the market mechanics
This step is a qualitative investigation of the customer habits, behaviors, attitudes which come into play in the product category we analyze.

The main investigative tools are consumer interviews, one-on-one, in small groups or in larger focus groups. This is supplemented with on-location observations where we watch consumers actual interplay with products in the category.

Note: The above will vary in projects where the consumer is not a housewife, but a building contractor, or a company CFO. The essence of our approach remains similar: Ask many questions directly from the very person whom you want to develop products (or services) for, and where ever possible, witness their actual use of the existing products in the category.

Output/Deliverables

  • Understanding of the consumer's behavior triggers and motivators
  • A long list of consumer "problems" and areas of dissatisfaction (A wish list.)
  • A short list of areas in which new product should be introduced, and why.
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