Consumer Needs

BGO Show Case — US Chocolate — unmet needs and brand delivery gaps

Totaln = 937|Focus: Reese'sImplicit Association Scores

Brand:

Show:

Sorted by gap size. Larger gap = category cares more than Reese's delivers = opportunity.

satisfy sweet craving

Cat: 4122−19

reward myself

Cat: 4122−19

have a break

Cat: 3621−15

to celebrate

Cat: 2411−13

satisfy hunger

Cat: 3020−10

energy boost

Cat: 2616−10

share with others

Cat: 2114−7

relieve stress

Cat: 2823−5

cheer me up

Cat: 2924−5

serve to guests

Cat: 1714−3

tide me over until meal

Cat: 2119−2

enhance the moment

Cat: 1818+0

refuel

Cat: 1718+1

improve concentration

Cat: 1417+3

relieve boredom

Cat: 1119+8

nourishment

Cat: 923+14

Category importance Reese's delivery Gap > 15 (opportunity) Beats best competitor

Need ↕	Category ↕	Reese's ↕	Snickers ↕	Hershey's ↕	Twix ↕	M&M's ↕	Lindt ↕
satisfy sweet craving	41	22	15	16	8	20	19
reward myself	41	22	9	13	11	16	29
have a break	36	21	23	12	16	17	10
to celebrate	24	11	11	13	9	14	42
satisfy hunger	30	20	38	9	6	12	15
energy boost	26	16	35	16	7	15	11
share with others	21	14	10	9	13	36	17
relieve stress	28	23	18	15	11	17	17
cheer me up	29	24	16	13	11	21	15
serve to guests	17	14	11	8	8	17	41
tide me over until meal	21	19	30	14	15	14	8
enhance the moment	18	18	11	15	6	15	36
refuel	17	18	38	12	9	15	8
improve concentration	14	17	26	19	6	17	16
relieve boredom	11	19	15	13	12	28	13
nourishment	9	23	30	13	7	15	13

Source: BGO Show Case — US Chocolate (n=937). Gap = Category importance − Brand delivery. Implicit association scores (0–100).