How does one go about identifying the right set of keywords or search queries for a specific product category? How do we know that people have searched outside our prepared list? Zabi Ulla: We recommend leveraging the AIDA framework to perform keyword discovery. Build an initial list of keywords that consumers would search – Look…

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Blueocean takes a very comprehensive and structured approach when it comes to identifying, defining, and profiling segments within a product category. While most companies focus their approaches to segmentation on lifestyle/psychographic variables and needs, Blueocean’s approach is multidimensional and integrating. Fundamentally we believe that purchase decisions within a category are based on a multidimensional gestalt…

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