Growth Scanner

Faced with such a challenge people usually turn to extensive U&A studies. Usage & Attitude studies may provide a lot of information, however, since this information usually refers to a generic context, it is really hard to do something with. They focus on WHO buys or consumes a product, as if consumers buy only one. And although this may have some relevance for cars or houses, in almost every other case the same person can switch brands within a category even during the same day.

Demographic factors—age, gender, income— definitely play a role. However, they don’t hold the key to knowing what consumers want. The biggest determinant of customer choice is the occasion of use—that is, where the consumer is —and his or her emotional and functional needs at the time. The kind of restaurant I might choose for a large celebration.

Growth Scanner helps you increase the penetration and purchase frequency  of your category, over competitive ones, and focus on sizeable occasions. It is ideal for brands that are category leaders or among key players.