How can we tease apart 2 personal care brands that are very similar, developing a sufficiently distinct lexicon and communications context for each?

Online diaries with sensitisation / deprivation techniques were the ideal start point here. We accessed rich context and language and were able to develop 'starter for 10' positioning seeds before a number of groups.

This allowed us to condense the process and maximise value for our client. Consumers drew their experience of relevant conditions as different senses too before coming along to their group and this was very illuminating indeed!