To get an overall view of usage occasions, behavior patterns, etc. in a new market or for a new category.
To uncover how consumer’s beliefs, priorities, and habits shape their preferences and decisions
To get a preliminary grouping of different types of consumers, with illustrative verbatims
and consumers' wording.
Trend or Phenomenon analysis
To quickly gather insights for concept or ad development when time and budget are limited.
Research within a Workshop
To get quick feedback on raw ideas or some insights about consumers as a source of inspiration for generating insights.