A strategy tool that links to your innovation process

Sound portfolio strategies hinge on a clear understanding of how consumers make choices and how key brands are positioned. This view of the category landscape is essential to a successful innovation strategy.

BASES MBA — Market & Brand Advisor helps you develop consumer understanding on a category and brand level and identify opportunities for innovation. The analysis produces a clear understanding of consumer needs and locates potential “white space” opportunities for either new product development or changes to established brand positioning. BASES MBA continues to add value to subsequent new product evaluations with BASES. The MBA category framework becomes a platform onto which new products tested later can be mapped for deeper understanding of how your new products fit within the category.

BASES MBA is truly a global tool, and can be executed consistently in virtually any country. We can also customize the design to meet your specific needs, if you are seeking to address a broader set of business questions.

  What motivates consumers in your category?
  BASES MBA reveals insights into why consumers buy the brands they do.