Receiving a good Kantar newsletter today and copying it here for my (and your) future read. Enjoy!
Understanding potential buyers’ perspectives is key to finding the right brand strategy. Growth comes from getting a wider pool of people to be open to your brand. Companies should always try to find out the reasons why customers are buying, not buying, or stopping buying their products. Here are key strategies from Kantar’s newsletter for gaining insights into the market dynamics:
- Finds new growth opportunities
- Gets to the ‘why’ behind changes in behavior
- Identifying new shopper segments and their attitudes
- Uncovering hidden opportunities by mapping back needs or uses to purchases or buyer groups
- Sizes up potential
- Directly link broad attitudinal trends to your brands to see how much value there is in connecting with them
- Design your strategy around on the mindsets or habits which are linked to increased spending over time
- Makes attitudes actionable
- Connect back to the rich detail in the purchase data to connect attitudes to behaviour down to brand, retailer or pack type that would be impossible in a claimed study
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The Hayyan Chronicle 
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