Benefit Hierarchy

Prioritizing Solutions to Propel Product Growth

Mature brands and categories face unique hurdles for growing their business, while newer ones can struggle to build on the momentum of early successes.

Smart and savvy marketers know that the key to long-term success is to develop and optimize benefits that truly motivate purchasing.


Benefit Hierarchy is a specialized research technique that prioritizes potential solutions for product and package innovation.

The study objective is always to 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.

Consistency being a key word. There’s too much at stake to rely on flash-in-the-pan reactions.



Provide real direction by pushing beyond traditional liking or importance measures that don’t provide enough discrimination.

Minimize cost and maximize speedy, actionable knowledge.

Isn’t being able to discern the tipping point what separates good from great ideas? And in today’s ultracompetitive market, it’s only the great ideas that succeed.

This has been a truly wonderful journey and I have enjoyed working with RTi across the brainstorming, qual, and quant. I truly cannot think of a team that I would rather work with.”

Associate Director, Global Strategic Insights, Major Consumer Pharmaceutical Company

“It’s always a pleasure to work with RTi!!! You guys are head and shoulders above your competition!

Consumer Insights Manager, Major Snack Food Manufacturer

“You were the first and only person who came to mind as this business question popped up!”

Research Manager, CPG

 “RTi continues to be one of my most trusted research partners. I count on RTi to deliver great results that help drive business results for my marketing partners.”

Sr. Manager, Marketplace Insights, Financial Services