By identifying consumer expectations and types, and focusing on brand reputation and image indicators, market understanding provides a full analysis of the brand and its products. Using other methods, it can also serve to predict user expectations and usage and therefore improve targeting for future product developments.
There are three main types of research approach:
- brand and product positioning in an overall market environment (test on shop shelves, concept boards, etc.),
- consumer behaviour during actual or planned use conditions, in a laboratory, in the home or in context,
- consumer expectations through online quantitative questions, to identify potential areas of work for developing new products.
Depending on the approach chosen, and particularly the size of the panels questioned, segmentation analyses are then conducted to understand behaviour, according to variable sort criteria (gender, age, shops visited, brands purchased, etc.).