MDI firmly believes in collecting occasion-based in-the-moment data because not every interaction with the category will be the same – each occasion is influenced by contextual factors – who you’re with, how you’re feeling, where you are etc., and we know that it is essential to capture this context as it happens. For this reason, we utilize our specially designed mobile research app, allowing people to log their interactions as they happen.

Multiple occasions for individuals produces a huge dataset, allowing establishment of personal repertoire, as well as establishment of key moments, and the relative size of them. We can then bring these moments to life with contextual information collected.

White space can be identified in the landscape by exploring category penetration, brand saturation and potential for growth through consumer attitudes associated with the moments. Volume and value overlays can then bring further insight into growth investments.