“You stimulated our thinking, and I believe have discovered something which could impact the overall category and we could not have seen on our own.”

Denise Dewar, GlaxoSmithKline

GAMEPORTFOLIO© is a consumer research product that helps commercial teams to identify profitable opportunities to build a product range that is fully aligned with consumer wants.

This product is typically used when commercial teams and retail buyers are looking to develop more effective strategies for increasing their share in a category, but don’t know what consumers want. And are looking to make sure their category expansion strategies maximise demand potential and minimise portfolio overlap, so as to deliver incremental profits.

GAMEPORTFOLIO© can be used standalone but, because it explains how a category works, it also has a role as a foundation for research programmes that address other commercial challenges. For example, organising retail layout, for designing product features of line extensions and product innovations, for identifying occasions with which your brand should be associated in communication.


Key Deliverables of GAMEPORTFOLIO©:

  • You will get a ‘model’ or vision of category demand in terms of what people are using, where, when, how and why, so you can target your range (or brand) development efforts at specific usage occasions.

  • You will gain insight into the penetration of your brands/products for each usage occasion, so you can identify opportunities for improving/innovating your product range to expand your coverage of the category.

  • You will gain insight into the level of duplication and overlap within your existing portfolio, so you can identify opportunities to cull/optimise your portfolio and save money.



If you would like to find out more about GAMEPORTFOLIO© and how it can help you raise the game, we would be delighted to arrange a Discovery Session with you. Where you get the opportunity to find out more about us, our programmes and tools, and how we can help you drive better results.