Scenario Portrait is all about creating a strong foundation of knowledge about the category, its consumers and existing brands.
By understanding how people behave and what their experiences with products/brands are, it is possible to look for new opportunities to leverage existing products or develop new ones.
Who are the brand/category consumers? How are they sorted into clusters by lifestyle, usage & attitudes, media consumption and socio-demographic variables?
How do consumers behave and what are their experiences with a given category?
Which are the opportunities to drive growth and develop the market and the brand (increase penetration= more users, increase consumption = more usage or add value = more benefits )?