Consumer Targeting & Market Sizing

Usage and Attitude (U&A) and consumer segmentation are some of the foundational building blocks to an effective brand strategy. Identifying a tight consumer target and understanding their needs, preferences, and motivations enables marketers to establish a clear point of difference for a brand in the marketplace. Sizing the market with a demand landscape analysis informs choice selection and performance expectations.

What We Do

TPG works with clients to understand your brand and market situation, then reviews your existing research and knowledge inventory. We identify the learning objectives and shepherd client teams through the research process. Importantly, when the research is complete, TPG interprets the findings to develop the business implications, then leads client worksessions to reveal brand strategy application.

  • Usage & Need States: Identify and define the current, emerging, and latent usages and benefits consumers seek to fulfill with a product or service, and the attitudes and beliefs which surround each one. TPG will uncover the unmet and under-met needs, to reveal potential positioning territories and whitespace opportunities.
  • Consumer Segmentation: By understanding the key factors which drive consumer choice, a conjoint analysis is used to cluster the market into segments of consumers who demonstrate similar preferences and needs. Effective segmentations enable brands to target different groups of buyers by adapting product and marketing mix to suit each targeted segment.
  • Demand Landscape: Accurately blot brand positioning and identify whitespace opportunities by understanding the intersections of the consumer segmentation with the need states. Market sizing can be calculated and whitespace opportunities quantified to uncover growth territories.
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