Brand User Checklist

What it is:

A guide to current usership in quantitative form.

What its for:

To define the current consumer and consumption profile to be used in defining target audiences.

How to do it:

Use quantitative market research data as the primary source.

Checklist:

• Penetration?
• Loyalty levels?
• Frequency of usage?
• How is the brand used?
• Relationship with other brand usage?
• Awareness?
• Familiarity/likeability?
• Value for money perception?
• Image characteristics?
• Points of difference?