Market Structure

Understanding the market structure for your category and your brand’s position relative to competitors is essential to brand planning, positioning, and product development.  Market structure can be considered within multiple frameworks, covering attitudes and usage, need states, occasions and brand presence.  We can build market structures around any of these market forces depending on your needs.  

Our approach is comprehensive: it covers brand purchasing and usage dynamics over an extended period of time and is based around need state and occasion based solutions. These offer a broader approach than focusing on one day or occasion views, which overstate the role of the light user and overlooks the way brands and products serve the heavier user in the course of their daily lives. 

Market structure programs can be completed with market segmentations or a market structure map that provide a clear and visible means of understanding your market.

Related Services

Awareness and Usage

Delivering product intelligence, strategic consumer insight, and behavioral patterning.

Purchase Decision Drivers

Driver models help you predict consumer engagement with your product or service.


We employ multiple segmentation methodologies to deliver the consumer segments that best support your business objectives.