How relying on consumers’ demand spaces in marketing risks missing their ‘why’ – Comment

These days, sales growth - where to find it, how to accelerate it and the lack of it - is causing marketers countless sleepless nights. And yet, the extent to which over-focusing on when a product is consumed - an important component of demand space analysis - can hamper growth is something many drinks and FMCG brand marketers currently overlook.Let's recap: In market research, ‘demand spaces’ are specific contexts or occasions that reveal distinct consumer needs, preferences and behaviours. Billed as ‘clear, simple and easy to use’, they are a common business planning segmentation fra