Explore consumer preferences and motivations for using different brands in a category to get ideas for potential improvement or innovation.
Cat food, coffee machine, dishwasher tablets, hair spray…
Vacation planning app, meditation practices, home cleaning services…
— Repertoire of the brands used, most often used brand
— Rational choice criteria of the most often used brand (benefits)
— Emotional choice criteria of the most often used brand (image attributes)
— Motives and occasions of other brands usage (if applicable)
Repertoire of the brands used
What brands of INSERT A CATEGORY do you use? What brand do you use most often?
Benefits of the most often used brand
Speaking about your most often used brand, why did you choose it — what are the main benefits for you? Ask them to name at least 3 benefits.
Image attributes of the most often used brand