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Module Overview – Usage Mapping
Usage Mapping is GC’s terminology for understanding how Market Space really works from both a “usage” and “user” perspective. Usage mapping is fueled by qualitative research which begins by defining the hero usage situations or “moments” that drive volume in the brands priority Market Space.
Our Usage Mapping method then works to reveal where and why brands (including the client brand) win or lose in those hero/big volume usage “moments”. We then surface brand problems, disappointments, or “wish for’s” (often hidden) with what now exists, within these key usage “moments” (possible “vulnerabilities”).
And finally, GC’s Usage Mapping method identifies how usage and satisfaction varies by user group within these key “moments” (user segmentation) which helps marketers understand possible “targeting” opportunities. GC’s Usage Mapping culminates in connecting these insights together using our DigSite framework which reveals a series of “real” growth opportunities the brand could pursue for growth.
Key Output
- Refined market space definition
- Usage structure hypotheses – big usage moments
- User segmentation hypotheses – important user groups
- Priority usage moments, user targets, benefits
- Priority products to beat/switching frame
- Problems/wishes worth solving
- DigSite options – user validated
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