Companies often tend to segment their market by product-defined categories. However, consumers often look at the marketplace completely differently, according to their own decision process. We offer an alternative structure, reflecting consumers’ mindset, in a clear and revealing way.

We develop a proprietary marketplace segmentation, uniquely based on consumers’ attitudes. Through attitudes, not behavior and/or product attributes, we reveal consumers’ key motivations for choosing products/brands and predict future behavior. This segmentation is extremely useful at identifying your optimal target, effectively differentiating you from competition and maximizing your overall business potential.

We develop Brand Charts that clearly define your brand’s strengths versus weaknesses in consumers eyes. We do the same to your competitive brands. This clear-cut analysis enables us to fully leverage your brand’s equity and truly optimize its competitive positioning.

Starting each project, we talk to industry experts, delve into published information and draw market analogies, to understand general category directions. We later complement this information with what consumers tell us about ‘what they do today that they did not do yesterday’. This trend analysis is to make sure that our recommendations make long-term business sense.