Background Research - to avoid "Trial & Error" during product development:
Clarifying the following basic questions:
- Which products are people using, for what purposes and how often?
- Which relevant brands do they know?
- Where do they buy them?
- Who are these buyers and how can they be characterised?
- How does brand usership overlap?
- What benefits do buyers expect?
- How well are these expectations met by the brands they know/use?
- What do people expect of new products as compared to those they are familiar with?