Strategic U&A study examines the practices of purchasing and consumption, the use of media and brand strength (brand equity) ...
... as it segments consumers on the basis of the psychological experience of the product. It identifies and measures the market potential of psychographic types of consumers. It answers the question what needs and motives drive the market. It combines two types of research - quantitative and qualitative.
This type of segmentation is extremely applicable in building the brand communication strategy. We recommend this method, which is developed by our colleagues in Germany, when:
* You operate over the positioning or repositioning of the brand
* You develop brand communication strategy.