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Module Overview – Usage Structuring
In Usage Structuring, GC creates and fields our proprietary MS² study (MS² = Market Structure & Segmentation) which quantifies and sizes the usage moment structure and “user” segmentation hypotheses the team generated in the Usage Mapping qualitative step.
Usage Structuring sizes key usage moments, sizes brand share of usage within those moments, sizes top benefits sought within those moments, and sizes and describes user groups within those moments. And most importantly, Phase II sizes user disappointments and wishes with top brands in the key usage moments and across the entire priority Market Space. This allows GC to quantify the potential of each DigSite hypothesis generated in mapping module I in the structuring module. The result is a pipeline of quantified and sized DigSites the brand can prioritize and staged as necessary.
The findings from our MS² study also become the market foundation (“Brand Bible”) for the brand that fuels years of continued learning, idea generation, and growth initiatives that can positively impact the brand well beyond completion of the project.
Key Output
- Usage structure - quantified/sized
- User segmentation - quantified/sized
- Brand positions - quantified/sized/explained
- Priority usage moments, user targets, benefits - quantified/sized
- Priority products to beat/switching frame – quantified/sized
- Problems, wishes worth solving - quantified/sized
- DigSites - quantified/sized
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