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