Great products start with a deep understanding of the people you’re building them for. You can leverage Highlight to build a rich, data-driven picture of your ideal or actual consumer — covering who they are, what drives their decisions, and where to find and engage them. Using a quantitative evaluation with a mix of demographic, psychographic, attitudinal, and behavioral questions, teams walk away with the clarity they need to target, position, and innovate with confidence.

**Key Questions Addressed**

- What type of consumer is most interested in my product idea?
- Where can I find / engage with these consumers?
- What motivates these types of consumers when it comes to choosing products in my category?
- Where are the opportunities to win over these consumers? What are their unmet needs in this space?

**Common Outcomes**

- Target / ideal audience identification
- Audience persona development
- Audience opportunity sizing on key metrics (overall size x price sensitivity x value alignment etc.)

**Methodology Guide**

Quick Hits

- Quantitative
- N=200
- ~1-2 weeks turnaround (no product sent)

Typical audience: category purchasers or Gen Pop (depending on the market size for this potential product)

Recommended Inputs:

_In the context of your product category…_

**Current Consumption / Usage**

- Frequency
- Occasions
- Locations

**Motivations / Needs / Barriers**

- Must have vs. nice to have
- Motivations for buying
- Barriers to buying
- Need satisfaction

**Behaviors & Attitudes**

- Attribute Importance
- Channel Mix
- Store Mix
- Willingness to Pay

**Brand Familiarity**

- Brand Familiarity / Purchase

**Lifestyle & Psychographics**

- Custom lifestyle and psychographic questions relevant to your category

**Idea Evaluation (if relevant)**

- Appeal
- Purchase Likelihood
- Meet Needs

_\+ Can add from any of our available / recommended questions and/or write your own_

Stimuli: no physical product required — survey-based study (no product sent)

Standard Outputs

- Scorecard of metrics included in your survey + statistical significance testing
- Summary of key themes that emerge from open-ended questions
- Data visualization for all survey questions
- Crosstabs with customizable banners + statistical significance testing

_Reach out to your Customer Enablement rep if you have any questions about leveraging Highlight for this use case!_

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