Live observation of consumers in their own environment for better understanding of category consumption and buying habits and practices.
Business & Marketing questions it can answer
How does my product/service fit into the daily lives of my consumers?
What lifestyle factors influence how consumers purchase and interact with my product/service?
What do my consumers really feel about my product, aside from how they use it?
Repositioning, brand communication, new product development, innovation
Culinary, confectionery, NA & alcoholic beverages, personal care, telecommunications, retail, media, other (social & lifestyle)