Brand & Product

In a diverse market with multiple customer groups differing in needs and behaviors, failing to understand these differences can lead to scattered and ineffective marketing efforts. Therefore, identifying the right target segments and the appropriate approach is essential for businesses.

The Customer Segmentation solution helps businesses group customers based on core differences, going beyond demographics or geography and focusing on key insights such as:

• Segmenting customers by core needs and behaviors, reflecting how they think and make decisions
• Understanding underlying motivations and key drivers behind purchase choices
• Identifying high-potential and high-value segments based on attractiveness and accessibility

The solution enables businesses to identify the right target customers and shape tailored strategies — from product development and positioning to communication for each segment.

To win over customers, businesses need to build product and brand strategies that align with customer expectations. This requires a deep understanding of customer needs, habits, and usage behaviors within the category.

The Customer U&A (Usage & Attitude) solution helps businesses gain a clear understanding of their customers, focusing on key insights such as:

• The role of the category and product usage behaviors
• Key drivers and barriers to usage
• The purchase journey and touchpoints
• Factors influencing product choice
• Unmet needs

The solution provides a strong foundation for businesses to develop products, optimize sales channels, and build positioning and communication strategies that resonate with their target customers.

Product concepts and communication messages are critical starting points before launching products or marketing activities to the market. Validating these ideas prior to execution helps refine direction, minimize potential risks, and ensure more effective implementation.

The Marketing Materials Test solution enables businesses to comprehensively evaluate the potential of product concepts and communication materials, focusing on key aspects such as:

• Relevance to customer needs and expectations
• Attractiveness, differentiation, and credibility of the product / message
• Customer acceptance
• Impact on brand and ability to drive action

This evaluation provides a solid basis for improving concepts and messages, determining a more suitable execution direction, and increasing the likelihood of creating stronger market impact.

To ensure products and packaging align with market preferences, businesses need to understand customer evaluations and acceptance after experience, while simultaneously identifying areas for improvement to optimize product performance.

The Product & Packaging Test solution enables businesses to comprehensively evaluate products across key aspects such as:

• Customer evaluations after product experience
• Level of acceptance and purchase intent
• Competitive advantage and product differentiation compared to existing offerings in the market
• Price suitability and the effectiveness of packaging in attracting and persuading customers

Through this, businesses can identify improvement opportunities and make informed decisions throughout product development or expansion in the market.