Step 1 · Idea and concept
Understand buyers (U&A)
Who your people are, how they choose, and what matters to them.
What this study is for
You’re entering a new category or rebuilding strategy in the current one: who the buyers are, how often and on what occasions they buy, which brands they consider, which needs are underserved. A basis for positioning, assortment, and communication.
How the study works
A modern “lean” 12–15 minute format: category behaviour (frequency, occasions, channels) → brand repertoire → needs via MaxDiff (choosing the most important, not rating scales — critical in a bilingual market) → barriers and triggers. Optionally, needs-based segmentation.
What's in the report
A category portrait, needs priorities (MaxDiff ranking), barriers/triggers, and segments with “golden questions” to find them. Always included: AI findings, differences explained in plain words, an interview-language split, and PDF/PPTX plus raw-data export.
Step 1 · Idea and concept