Identification of Need Gap Opportunity


  • 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


  • 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