Market Case
Measure the behavior and purchase motivations of your current and potential customers.
Understand consumption patterns, motivations, and perceptions to make strategic decisions based on reliable data.
Discover how users relate to your category
The Market Case (U&A) study allows you to understand how, when, and why consumers buy and use products in your category, and how they perceive your brand compared to the competition.
What is it for?
- What are the attitudes and behaviors of users in my category?
- How, when, where, and why do they buy the product?
- What do they think of the product and how do they use it in their daily lives?
- What consumer segments exist in my market?
- How is my brand perceived compared to the competition?
- What are the purchase drivers and barriers in the category?
- What growth opportunities does the market offer?
Benefits
Create customer-centric products:
Understand what your consumers truly want to design relevant solutions.
Develop more effective campaigns:
Personalize messages and actions based on who buys and how and when they use your product.
Detect improvement and expansion areas:
Find untapped spaces or weak points you can improve.
Identify purchase drivers and barriers:
Recognize factors that drive or hinder consumption in your category.
Measure your competitive position:
Understand how your brand compares to others and what you need to adjust to gain share.
How we conduct a Market Case at Lemon Ice
Category Analysis
We map the market and its structural dynamics.
Behavior Patterns
We identify consumption habits, key purchase drivers, emerging trends, and the defining factors of the category's ecosystem.
Market Dimension
We measure penetration, usage frequency, demand, and actual category size.
Brand Perception
We assess your current positioning and the factors influencing consumer choice.
FAQs
What types of products or services is a MarketCase recommended for?
Any category where you need to understand buying habits, motivations, and barriers—from mass consumption to specialized services.
How often should I conduct a MarketCase study?
It depends on your market dynamics. In stable categories, every 1–2 years is sufficient. In competitive or fast-changing markets, annual updates are recommended.
What’s the difference between a MarketCase and a Brand Health study?
U&A explores behavior, usage, and attitudes toward the entire category, while Brand Health focuses solely on your brand's perception and positioning.
Does a MarketCase also identify consumer segments?
Yes, in addition to general habits and perceptions, it allows segmentation of your audience based on behaviors, motivations, or attitudes toward the category.
How long does a MarketCase take?
Thanks to our technology tools, results can be ready within weeks, with executive reports designed for quick decision-making.
Does a MarketCase include competitive analysis?
Yes, we evaluate your brand against key competitors to understand strengths, weaknesses, and market opportunities.
How do I use the results of a MarketCase?
Use them to design more relevant products, create effective messaging, prioritize high-value segments, and focus resources where they’ll drive real impact.
