When deciding on a product/brand benefit to use as a brand proposition, what kind of research helps to ascertain whether the said benefit is a strong enough motivator for purchase and embrace?
This is in cases where the product does not have any unique feature (yet the product is as good as that of any other brand) so you have to force-fit the benefits of buying products from this brand...
Can FGDs really help calculate intention to buy? Do we have to partly follow intuition?
Is it a bit of a gamble at the end of the day?
E.g if I am a body lotion brand that repairs and softens dry skin. My product has no other promise to make. How does my ad agency find a proposition for me? Actually thats not my question. My question is how can one quantify the appeal of the benefit/proposition?
