Large scale quantitative research that examines the image of all the major brands in a particular category in order to identify the market structure. Also includes a profiling/description of the consumers in the category based on their demographic, attitudinal, behavioral and/or lifestyle characteristics so that different consumer segments can be targeted for various marketing programs.

Research specifically designed to measure how much product is being dosed and/or used per occasion, over time, under different conditions, etc.

Equity research involves obtaining an understanding of what the brand name means or currently stand for among consumers both functionally and emotionally. This learning can be used for identifying possible repositioning strategies or for determining the viability of potential line extensions.

Fundamental learning on the habits (e.g. how often does someone use mouthwash, use hair conditioner or apply deodorant, etc. and specific practices (e.g. how often does someone visit the dentist). Behaviors studied might be as specific practices as to record the length of time respondents actually rinse with mouthwash or use hair conditioner. This type of research often includes information on the incidence and frequency of specific behaviors that are then tied to consumer areas of dissatisfaction.

Any research used to identify and or track demographic, attitudinal, lifestyle, economic and/or behavioral trends as well as competitive activities including new product launches, repositioning, etc.