Consumer Insight

Sensory

Examples - Ropy, Creamy,
Smooth, Cohesive, Tart, Taste etc.

Material science

Examples - Solubility, Gel strength,
Foam stability, Emulsion stability

Need states

Hunger Satisfaction

Examples - Need sustenance,
Energy, Tied me over

Impulse & Craving

Examples - Spur of the moment
Want it now, C-Store, Game night

Health, Nutrition & Diet type

Examples - Low fat, Light, Low sodium, Low carbohydrate, Paleo, Gluten free etc.

Indulgence & Fun

Examples - Splurge, Treat, Reward
Celebrate

Convenience

Examples - Availability, Ease of use,
Price to Form factor etc.

Image
Brand Association