category landscaping

Category Cartography™

Discover the real motives that drive buying behaviour in the category 

The depth of category understanding determines the accuracy, depth and quality of the consumer proposition and its communication, and the resulting depth of satisfaction and engagement. 

In the psychographic landscaping we:

  • map the meaning people derive from the category
  • deconstruct the meaning systems of the brands in the category
  • capture and quantify the dominant motives that drive sales and profit in the category, unsatisfied motives, meaning saturated territories
  • locate competitors infringing into our brand territory. 



brand enlivenment