U&A Exploratory

U&A provides detailed information on the behavior that consumers have with the product/service as well as competitive products/services in the category or different categories

Goal

• Understanding of users attitudes and behavior
• Facilitate insights generation
• Indicates brands perception and positioning

Key topics covered

• Consumption patterns
• Purchase behavior
• Brand perception
• Expectations towards the product

Methodology:  Focus groups,  Ethnographies

Case Study:
To research the market in order to develop proper marketing strategy

Researched topics:

• “Quality” understanding: product expectations (parameters), tastes, type of package, etc.
• Purchase behavior: all the steps of consumer through the eyes of consumers
• Attitudes to current products
• Consumption moments and needs satisfied
• Brand awareness and attitudes: revealing the strong market players

Methodology – Focus Groups
The moderator should pay attention to each detail that refers to certain need, builds up the image of the brand or communicates the products as valuable and whether there is any product that participants lack. Each idea generated is prompted in the next groups if it is not mentioned spontaneously

Insights for Effective Strategies:
New for the client - typical for the high-quality products:

• Package design -> possibility to improve it
• Lack of strong market players -> possibility to build up the brand as a symbol of the category
• Idea for a new product: generated spontaneously in two FGDs and offered as a concept in the rest of the groups -> opportunity to satisfy consumer need which is not satisfied at the moment
• Empty market niche revealed -> indications for increasing interest to healthy way of living in almost all the groups