Base line studies enable us to understand markets from a global perspective. Get to know the configuration and perception of supply and demand, the positioning of the brands, prices, products, services, distribution and communication channels, consumption and purchasing habits, lifestyle and the markets main players. Ultimately base line studies reveal the true drivers and dimensions that explain the underlying logic of every market phenomenon.

In base line studies the border between Level I and Level II objectives is blurred. In every project objectives from our five areas of specialization are chosen according to the client’s priorities and specifications. Ultimately base line studies aim for the following:

 

		Get to know and understand the habits and motivations for purchase and consumption.
		Estimate the Marketing Funnel of the main brands of reference.
		Understand the image and positioning of the main brands of reference.

		Understand the Trade-Off between the main product attributes (forced preference).
		Identify the main satisfiers and dissatisfiers.
		Select the optimal criteria for market segmentation from a strategic and operative point of view.

Identify the most attractive segments and define strategies to reach them.