Study on uses, habits, attitudes and preferences.

Inspiration

Through methodologies based on behavioral economics and consumer psychology, we analyze the consumer’s need states, generating a psychographic segmentation that allows us to understand the motivations / drivers of the audience.

On the other hand, we analyze the Go-To-Market and how the consumer’s behavior reacts to communication, promotion, product and competition; this enables behavioral segmentation.

The cross between the psychographic and the behavioral segmentations helps locate market territories, which we then quantify in terms of volume and value to define actions and strategies to grow in these territories.

Key questions to answer

  What are the consumer’s unconscious needs and tensions that have yet to be satisfied by the category?

  What is the consumer’s reaction to advertising, promotional stimuli from product and distribution?

  Which are the market territories where we can grow in a resounding manner in terms of volume and value?

  In what market territories can we generate a successful proposal for communication, product, service, display, distribution, price or promotion?

  What is the market size in terms of volume and value?

Key deliverables

  Psychographic, behavioral and demographic map of the market.

  Analysis of consumer needs, met and unmet by the category.

  Key purchase factors and persuasion vectors.

  Analysis of dynamics regarding price, promotion, pack, distribution, communication and service, based on their impact on the audiences.