Abstract:

In previous reports we have discussed how to analyze consumer motivations data.  Such data typically come from studies in which consumers evaluate a series of degree of agreement statements about possible motivators. For example, if the product is a cranberry juice drink the motivation statements might include measures concerning taste and odor while also including statements concerning health benefits. Different consumers may respond to these questions differently because their motivations for product consumption may differ. At the individual level each consumer compares their experience of their actual motivation with each of the potential motivators and reports degrees of agreement based on similarity between their experience and the potential motivators. Since similarity judgments are used as a basis for the degrees of agreement, Landscape Segmentation Analysis® (LSA) can be used to better understand consumer motivations. In this report we build on this idea of comparing an experience to a concept as we apply LSA to learn more about the effect of branding on consumer experience.