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Context Mapping / Template
CCContextMapping
Perspective
Questions
Perspective
Questions
1
Category
How are relevant categories defined today by a) manufacturers, b) consumers and c) retailers?x
2
Category
What are the most important metrics in your business—and why?
3
Category
What are/were our competition’s shares in these categories?
4
Category
What are/were our shares in these categories?
5
Category
What are the key trends in these categories?
6
Category
How big are these categories—penetration, units, sales, margins? Are they growing/declining?
7
Category
Which categories does/could this product play in?
8
Category
Which trends are going to help or hinder your success?campaign?
9
Channels
How is the product sold?
10
Channels
How is the product sold?
11
Channels
How might the product be positioned and thus shelved in store?
12
Channels
What do these channels think of your brand and product?
13
Channels
Where is the product sold?
14
Company
How many units do you need to sell? In what time frame?
15
Company
What are the sources of business?
16
Company
What other products does your client own that could be related to this campaign?
17
Company
What is the price? What is the profit margin?
18
Company
What is the budget to market this? How do you know when your brand is succeeding?
19
Company
Are there any specific uplifts desired for other products in the portfolio?
20
Company
What assets, news or events is your client able to leverage in this campaign?
21
Company
What are your specific acquisition/usage goals?
22
Company
How do you know when your brand is failing?
23
Competition
Are there any new competitors whom we need to defend against?
24
Competition
Why do people buy our competitors?
25
Competition
What are/were the competitors’ prices?
26
Competition
How big were/are their media budgets?
27
Competition
Who are indirect competitors
28
Competition
Tertiary competion
29
Competition
Whom do/did the competitors target?
30
Competition
What are/were their propositions and how do they communicate them?
31
Competition
How many units do/did they sell?
32
Competition
Who are our key direct competitors
33
Consumer
Where can we reach our potential clients/customers? (Go where your audience is instead of trying it the other way around)
34
Consumer
What do they think about the product?
35
Consumer
Which key segments (e.g., by needs, by usage of our brand) can the product appeal to?
36
Consumer
Who are they (personas)
37
Consumer
What do they love/hate about the brand?
38
Consumer
What are pains & pain creators
39
Consumer
What are the essential jobs to be done
40
Consumer
What do they love/hate about the competition?
41
Consumer
What are their needs & goals?
42
Consumer
Segments: How big are they—in terms of people, sales, margins? Are they growing/declining?
43
Consumer
What do they love/hate about the category?
44
Culture
What technologies impact everyday life people’s behavior?
45
Culture
What factors have driven these changes?
46
Culture
What political topics are trending?
47
Culture
How do people's values, beliefs, and attitudes influence cultural trends and zeitgeist? - This question seeks to understand how the underlying values and beliefs of individuals and society influence cultural trends and the broader zeitgeist.
48
Culture
What are key micro and macro trends?
49
Culture
What are the most significant cultural shifts in the past decade?
50
Culture
What are the underlying drivers of these trends.
51
Culture
How do cultural trends and zeitgeist vary across different demographic groups, such as age, gender, ethnicity, and socioeconomic status? - This question seeks to explore how cultural trends and the broader zeitgeist are shaped by different demographic factors and how they may vary across these groups.
52
Culture
How do cultural trends and zeitgeist manifest in different forms of media, such as film, television, music, and social media? This question seeks to understand how cultural trends and the broader zeitgeist are reflected in various forms of media and how they may influence the creation and consumption of media.
53
Culture
What are important tensions driving everyday life conversations?
54
Culture
What are the most influential cultural trends?
55
Culture
How do cultural trends and zeitgeist influence consumer behavior, including purchasing decisions, lifestyle choices, and social interactions? - This question seeks to explore the impact of cultural trends and the broader zeitgeist on consumer behavior and how these trends may shape the broader cultural landscape.
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