Benefit Hierarchy/Value Construct

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CPG
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Sr. Manager, Consumer Insights,
Food & Beverage
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Market Research Manager,
CPG
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Food & Beverage
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Benefit Hierarchy/Value Construct – Prioritizing Solutions to Propel Product Growth

Mature brands/categories face unique hurdles for growing the business, while newer ones may struggle to build on the momentum. To achieve success, marketers must develop and optimize those benefits that truly motivate purchasing.

Benefit Hierarchy is a specialized research technique that prioritizes potential solutions for product and package innovation. The study objective and output is always to learn and answer:

“Which benefits will most favorably impact the purchase decision-making process?”

The Benefit Hierarchy model is based on the consistency in consumers’ reactions to the presence and absence of each benefit/feature. Importantly, by using Benefit Hierarchy, RTi can effectively push beyond traditional liking or importance measures that usually leave us wanting more discrimination and direction.