Overview
The Overview page gives you an at-a-glance understanding of how your category works; who participates, when they engage, and what matters most to them. It brings together four core lenses:
Segments
How consumers naturally cluster within your category.
Occasions
When and why consumers engage with products in the category.
Needs
The underlying consumer needs within your category.
Usage & Attitudes (U&A)
Deeper behavioural and attitudinal context specific to your category.
Use the Overview to quickly orient yourself, spot patterns, and decide where to explore in more detail.
Segments
Segments show the distribution of your audience across category segments.
What you can do with Segments
Get a clear view of how your category breaks down across segments
Explore each segment in detail to see how their U&A responses differ
Identify which segments are over or under represented in your category
Use Segments to ground your category understanding before diving into concepts, needs, or occasions.
Occasions
The Occasions page reveals when and why consumers participate in your category.
What you can do with Occasions
See which occasions drive the most engagement in your category
Understand how occasion preferences vary across different segments
Identify opportunities to position products for the right moments
Compare how U&A responses change depending on the occasion
Use Occasions to uncover context-specific behaviours that may be hidden in overall averages.
Groups
Groups help you organise your tests into meaningful collections that reflect how your business and category are structured.
When you select a Group, you can explore:
Tests: all tests included in the group
Concepts: all concepts tested within those tests
Questions: all questions asked across the group
Use Groups to connect insights across multiple tests and see your category as a whole, not just as individual studies.
