Identification of Need Gap Opportunity
Problem:
- Major retailer experiencing slumping sales in everday card category
- No corporate understanding of why consumers purchase everyday cards
- Objective is to identify an opportunity to introduce a new everyday or no – occasion card
Approach:
- Exploratory focus groups to identify motivations and occasions for purchasing everyday cards, and to identify the attributes sought or avoided
- Laddering interviews to determine underlying motivations
- Product testing to determine if protype product meets desired uniqueness attributes
- Quantitative concept / product fit test