Benefit Structure Analysis: A New Tool for Product Planning

technologies/models/processes for providing structure for consumer markets. Most of these involved the application of multivariate statistical techniques to problems of product positioning, market segmentation, the new product development process, and determining the order and structure underlying sets of marketing variables. A recent article by Green reviews and critiques many of these efforts.' This article presents another approach to structuring consumer markets: Benefit Structure Analysis. It differs from other methods in several important respects: