Focus groups can be a key to understanding the consumer.
Conceptual mapping is an example of a technique we use in competitive customer groups to help participants verbalize how they see their brand in relation to other similar brands. With this technique participants are asked to write all of the brands that seem to go together in the same box on a grid. They then label each of the boxes on the grid. As they are describing their labels it becomes clear how they feel about an entire category, as well as the brands within that category.