Needs Mapping & Brand Footprints 

In order to understand the market place and whether a brand strategy is working, we investigate what the emotional and rational consumer needs are and identify the key drivers of purchase or consideration.

A consumer needs map is created based on the level of importance of each need to the consumer. In different colours we highlight needs which consumers say are important to them as well as the needs that drive the consideration or consumer connection with your brand.
 
Taking this a step further, we then overlay the map with brand footprints based on the brand’s performance to see which brands occupy which area of consumer needs. It can also demonstrate how your brand communication footprint aligns with the brand perception footprint and uncover any inconsistencies. 

Our approach succeeds in revealing areas of consumer needs, even for undeveloped markets where brands are not well differentiated. It therefore identifies untapped opportunities more powerfully than other research methods.

We use this needs mapping and footprints approach for market and segmentation studies, brand positioning studies, brand and communication tracking studies as well as communications development. In long term brand tracking studies this approach uncovers how the perception of your brand is changing over time in relation to your competitor brands; rather than in isolation. 

The mapping technique is highly regarded by our clients who appreciate the map's ability to represent highly complex market and brand data in a simple to understand illustration. Its easy-to-digest format allows all internal stakeholders to quickly get to grips with the key outputs, enabling efficient development of the marketing strategy for their current brands or new brands.