CONSUMER
DYNAMICS
Integrative approach: holistic market understanding + new: identification of growth areas and derivation of „consumer insights“ in how to address the strategically important target groups
IDENTIFICATION
Identification of growth areas
- Calculation of packaging potential based on the detailed registration of frequency of consumption
- Input in how to address the strategically important target groups
Positioning, image & brand value
- Product and brand image in relation to the competition
- SWOT positioning, GAP analysis, scope for pricing policies
Lifestyle, values, attitudes to products
- Psychology of category-based consumption
- When appropriate, aligning with comprehensive models of lifestyle and phases of life
Purchase & usage
- Behavioural measurements: detailed registration of frequency of consumption
Careful, thorough analysis of information behaviour, decision-making and purchase and usage
