Category Insight
To uncover growth opportunities it’s important to understand how people buy and think about the category. This is especially key when developing new products, repositioning existing ones, entering new markets, or launching brand extensions.
The types of questions a category study can answer include:
- What’s the potential for category growth, how high is high?
- What’s the role of the category in people’s lives?
- What are the category need-states and motivations?
- What specific product attributes do category customers look for?
- What are the drivers and barriers to category and brand purchase?
- What does the consumer journey look like?
- How much do people spend, and how much more could they spend?
- What are the shopping behaviors of category buyers, where do they buy?
- What’s the profile of category and competitor buyers?
The Wonder&Wonder Approach
Category usage and attitudes studies can often be basic, dry, and lacking in clear insight or strategic impact.
Our approach is different. Our category insights work delivers all the attitudinal and behavioral analysis you need, while leveraging our deeper analytics and forecasting to unlock more meaningful insight, connecting this insight to what you need to do strategically.
We package up learnings into a compelling set of insights and implications that are easy for the business and internal stakeholders to understand and use.
Contact us to chat about how we can help you understand your category.