Understanding consumers has to start and end with a series of questions:
- Who are the consumers for the brand?
- Why should they buy it?
- When will they buy it?
- Where will they buy it from?
- How often will they buy it?
- How much will they pay for it?
- Whom will they consult for advice?
- What are their beliefs about the product category?
- What are the other products that serve the same purpose?
- What is the share of this product category in solving the problem?
- What are their attitudes towards the brand?
- Why are some consumers never using the brand?
- Why are some consumers using the brand regularly?
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