Demand landscape: The power of understanding consumer demand

Room 3 | 12:00 pm - 12:30 pm | Wednesday, February 28, 2024

While it’s common to view consumers linked to product categories (e.g., purchasing sweet vs. salty snacks, or casual vs. formal clothing), a demand landscape removes assumptions about the consumption process and instead allows consumer needs to drive the story. It’s imperative to understand the “who, what, when, where and why” that drives consumer needs and how those needs influence consumption, depending on the context. What consumers need from a product, both emotionally and functionally, is at the heart of constructing a demand landscape. The end result is a multidimensional framework that informs business strategies as well as innovation opportunities. This presentation will cover both the technical approach and business application of consumer demand.

Key takeaways:

1. This presentation flips the script on how businesses typically view consumers.
2. It highlights the importance of considering how context drives consumer needs and how those needs drive consumption behavior.
3. It covers both the methodology and the business application.

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