Category Use Occasion Growth Study

A tool to help your brand identify and prioritize the most viable product and occasion growth areas within your category or market

The Hidden Value of the Category Use Occasions

Category Use Occasions (CUOs) are the who, what, when, where, why, and how your brand is used for, and these are essential for growth. The more CUOs your brand is considered for, the greater share it can hold.

Our Data-Driven Approach

The CUO Growth Study surveys consumers to understand their current category, brand, occasion usage, and considered usage. This data creates your brand’s CUO Growth Map and clearly visualizes the opportunities with the highest potential for growth.

What it Could do for Your Brand

CUOs are key to growth and have a direct connection to sales. We provide you with an action plan with tangible strategies and solutions that help you:

  1. Identify which CUOs have the greatest growth potential for your brand so that you can understand which CUOs to grow (and not grow) to help prioritize investment
  2. Identify how to target your growth opportunity CUOs so that you can more efficiently target them for innovation, communications, media, etc.

Where it’s Worked Before

Pizza Hut Taiwan

Pizza Hut was an established brand in Taiwan, but the CUO study helped identify key category segments that were underdeveloped. The CUO Growth Map helped them formulate a strategy for growing in these segments.