When a product or category is in decline, brands need to quickly understand the drivers that are leading to this behavior.

The key questions to answer are:

  • What are consumers’ perceptions of the category?
  • What are consumers’ perceptions of specific products?
  • Why are the products not meeting their needs?
  • Have they replaced them with other products, if so which ones?
  • What do the products need to do differently to meet their needs?

The comparative analysis at a category and brand level will help identify diagnostics to develop strategies on how to move forward.

Learn more about this research framework