ribe their needs (including functional benefits and emotional rewards)?Methodology: FGD, IDI?Step 2: Item Reduction?Main purpose: To reduce the number of items generated from qualitative research. The final items should be with discrimination in between ?Methodology: Internal staff survey (n=60) and survey on consumers (n=150)?Step 3: Pilot test?Main purpose: ?To provide input to the questionnaire's structure, flow and length?To pinpoint any problems that have not been visible?To analyze the data to determine whether it is providing what we want?Step 4: Quantitative research?Main purpose: ?To gain market understanding, identify the most meaningful and most actionable needs-based market segmentation?To gain the profile of each segments?Methodology: Random Sampling, F2F interview (N=3280)Р10
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