Why Braincandy

Growth Scanner

Discover business opportunities with Demand Spaces.

There are times when you feel your brand has reached a ceiling and there is no way out of losing share (by new players) or profit (by promotions). Maybe it's time to look beyond your category and expand to new Demand Spaces.

The background

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 of your category overall, over competitive categories, within sizeable occasions. It is ideal for brands that are category leaders or among key players.

About the tool

Rather than capturing generic consumption figures and creating artificial segments out of small over-indices, Growth Scanner focuses on Demand Spaces. A Demand Space is the intersection of context (the occasion that consumption takes place – where he or she is, at what time, with whom) and the consumer’s emotional and functional needs (motivation). This approach helps you better understand what drives consumer choice and assess opportunities beyond your category. 

HERE IS HOW GROWTH SCANNER LOOKS LIKE

Screenshot 2022 12 16 at 1.44.48 PM Braincandy
Screenshot 2022 12 16 at 1.45.00 PM Braincandy

Is this the right tool for you?

Here are some typical cases where it was used.

01

Growth is below aspiration and share is in decline.

02

We are category leaders and every new player is gaining share out of us.

03

There is either no segmentation or, worse, multiple overlapping segmentations.

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