For consumer brands: where you sit in a category, and what to do about it.
Start here
Model the brand from its site, then ask for the category:
Map our category: who competes with us, on what, and where are we losing?
Run it on Connected so you get the consequences, not just the map.
Useful requests
Pricing with alternatives
Pricing questions rarely have one answer. Ask about a change and let it hold several price points open as choice variables — you get comparable cases instead of three separate arguments.
The brand book
Anything with a visual form uses your brand book. Check it early; correcting the palette once fixes every deck afterwards.