Trusted by brands across the Caribbean
Occasions, drivers, barriers and mindsets mapped across the full category so positioning, launches and repositioning work from evidence instead of assumption.
A habits and attitudes study (U&A) is the foundation research every brand team wants before making a positioning call, launching a product or redrawing a segmentation. It sets out how the category actually works in the market, not how the brand-side plan says it should.
We measure behavior (what people buy, how often, through which channel, for which occasion) and attitude (why, what they believe about the category, which barriers keep them out, which triggers bring them in). Both at enough depth that a segmentation comes out the other side with cells that make sense to marketing, sales and innovation.
Caribbean categories are heterogeneous. A U&A that works in Trinidad rarely imports cleanly to Jamaica, Guyana or the OECS. We build the questionnaire for the market it runs in and weight the sample against the population that actually lives there.
Before committing to product, pricing or distribution, the category gets sized, profiled and segmented so the launch plan points at buyers who actually exist.
When the current story stops converting, a U&A tells you which attitudes matter most to which buyers so the new positioning is built on a claim the category rewards.
Clusters that hold up only land when behavior and attitude variables are collected together from a single sample. A U&A is the data source for a segmentation worth using.
Occasion maps and repertoire data show where the brand currently plays, where adjacent demand sits and which occasion or buyer the next NPD should be aimed at.
A workshop before fieldwork fixes what counts as in-category and what does not. Wrong scope at this stage bends every number that follows.
What gets bought, how often, which pack, which occasion, which channel, which brand repertoire. Behavior gets captured before attitudes so the attitudinal answers anchor against what people actually do.
Category-specific statements covering functional, emotional and identity drivers. Scale tested for discrimination before field, not after. Redundant items cut.
Clusters are built to the decision the client wants to make, not to whichever solution a stepwise routine lands on. Needs-based, occasion-based or behavior-based depending on what the business is about to act on.
Every cell gets a persona-ready profile: who they are, what they do, what they believe, where to reach them. Marketing, innovation and sales recognize their buyer before the debrief ends.
Four outputs at the end of an engagement. Written to be used by positioning, innovation, pricing and sales, not to sit in a shared drive.
A BHT asks how your brand is doing on the same set of metrics wave over wave. A U&A asks how the category works and where your brand sits inside it. A tracker tells you "aided awareness is 42 and drifting." A U&A tells you "aided awareness is 42 in a category where 68 percent of usage happens on two occasions your pack does not fit."
Most client programs run both. The U&A every three to five years as a foundation study, the tracker quarterly or bi-annually between foundation waves.
A working floor is n=800 in category for a single-territory segmentation. n=1,200 gives cleaner cells when you want five or six segments and need each to be profiled at demographic sub-group level. Regional U&As with market cuts usually start at n=400 per territory for a total base of 1,600 or more.
It seeds the design. Existing tracker data tells us which metrics are covered and where the gaps are. It does not replace U&A fieldwork. A tracker sample is sized and weighted for headline brand KPIs, not for category-level behavior and attitude modeling. The U&A runs as a separate fieldwork wave on a dedicated sample.
Eight to twelve weeks end to end in a single territory. Allow an extra three to four weeks for a regional study with multi-market fieldwork and cross-territory weighting. The first two weeks are design and the category workshop. Four to six are fieldwork and processing. The last two are analysis, segmentation and report.
Yes. Every segmentation deliverable includes a typing tool that classifies a new respondent into the segmentation using a short battery of the original questions. You can run it inside a tracker, a concept test or an ad-hoc study and get segment-level reads without re-running the full U&A.