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Every Man Jack Brand Perception Study

Understand US consumers' perceptions of Every Man Jack's natural men's grooming positioning and how it compares to mainstream alternatives

Study Overview Updated Jan 29, 2026

Research question: How do US consumers perceive Every Man Jack’s “naturally derived grooming for men” versus mainstream options, and what actually makes them pick it up across body wash, shampoo, deodorant, and beard care?
Research group: Six US adults (28–54) who buy natural personal care, mixed gender and occupations, across warm and cold climates.
What they said: “Naturally derived” is marketing shorthand at best; purchase is driven by performance (rinses clean, non-drying, deodorant endurance), low/quiet fragrance or fragrance-free, price/promotions, simple ingredients, and functional packaging/trial sizes.
Comparatively, EMJ is mid-shelf-quieter than Old Spice, less moisturizing than Dove Men+Care, far from Baxter’s polish-with aluminum-free deodorant failing in heat and some complaints about residue and sticky pumps.

Main insights: Performance beats positioning, shoppers are skeptical of vague botanical or gimmicky claims, channel price thresholds (≤~15% premium) matter, and household/work scent sensitivity shapes trial.
Takeaways: Lead with plain-English proof on pack (“rinses clean,” “non-drying,” “sensitive skin”), expand low-scent/fragrance-free SKUs with clear badges, and maintain price parity or compelling promos by retailer.
Add a true antiperspirant line beside aluminum-free, optimize body-wash rinse to prevent towel cling, and fix pumps/flip-caps while scaling $2–$3 minis and value packs to accelerate trial.
Use credible reviews/badges over “nature” copy, and set bilingual labeling where relevant to broaden household approval.

Participant Snapshots

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6 profiles

Nickalous Dias

Nickalous Dias, 44, is a married, bilingual San Diego homeowner and dad of one. A Sales Operations Coordinator at an automotive parts distributor, he’s pragmatic, budget-conscious, and car-loving—favoring reliable, no-drama brands, community volunteering, a…

Olivia Olivares

Olivia Olivares, 29, is a married Senior Product Manager at a healthcare analytics SaaS in suburban Birmingham, AL. A bilingual (English/Spanish) AI/AN homeowner (~$260k household income), she has no kids and values time efficiency, durability, and transpar…

Rickey Bustamante

Rickey Bustamante, 54, is a married Miami homeowner with a $75-99k household income who stepped back from a long operations/logistics career after a health event. Health-forward, tech-savvy volunteer and photographer who values reliability, transparency, an…

Cheryl Shields

Pragmatic Greensboro cafe sales lead, 54, married, no kids. Lives on a tight household budget with public healthcare. Manages chronic pain, prefers durable, low-friction solutions, and makes price-per-use decisions rooted in routine and time savings.

Jessica Turner

Jersey City leasing associate, 28, Indo-Guyanese American, transit-first and budget-aware. Manages ADHD and mild hearing loss with structure and accessible tech. Values clear pricing, quick setup, and integrations; weekends balance friends, family, and low-…

Benjamin Segura

Nashville-based 44-year-old insurance operations analyst. Single, renter, budget-conscious, faith-driven. Values reliability, transparency, and community. Enjoys live music, mentoring, and regional trips. Pragmatic, data-led decision-maker with safety-first…

Nickalous Dias

Olivia Olivares

Rickey Bustamante

Cheryl Shields

Jessica Turner

Benjamin Segura

Overview 0 participants

Sex / Gender

Race / Ethnicity

Locale (Top)

Occupations (Top)

Demographic Overview No agents selected

Age bucket	Male count	Female count

Participant locations No agents selected

Participant Incomes US benchmark scaled to group size

Income bucket	Participants	US households

Source: U.S. Census Bureau, 2022 ACS 1-year (Table B19001; >$200k evenly distributed for comparison)

Media Ingestion

Connections appear when personas follow many of the same sources, highlighting overlapping media diets.

Questions and Responses

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3 questions

Response Summaries

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3 questions

Word Cloud

Persona Correlations

Overview

Across this 17-respondent cross-section of U.S. shoppers, Every Man Jack is perceived as a mid-shelf, value-to-vibe men’s grooming brand whose "naturally derived" positioning reads largely as soft marketing rather than a primary purchase driver. Purchase decisions are driven first by measurable performance (deodorant staying power, rinse/skin feel, low irritation), second by scent intensity (preference for light or unscented), and third by price/promotional mechanics. Packaging usability (pumps, flip caps, travel sizes) and plain-English functional claims act as frequent tiebreakers. Aluminum-free deodorants are repeatedly cited as underperforming in heat or during active use, which disproportionately affects shoppers in warmer climates. Trial sizes and sale pricing are the clearest levers to convert trial; stronger performance claims or demonstrable endurance are needed to move shoppers from mainstream incumbents like Dove or premium alternatives like Baxter.

Total responses: 17

Key Segments

Segment	Attributes	Insight	Supporting Agents
Middle-aged men in warm climates	age: 44-54; gender: Male; locales: Miami, San Diego, Nashville; occupations: freight/logistics, administrative, analyst	Performance (deodorant longevity, low irritation in heat) dominates any 'natural' appeal - these buyers will only tolerate aluminum-free or lightly formulated deodorants if endurance meets their daytime/heat needs; scent lingering is a clear negative.	Rickey Bustamante, Nickalous Dias, Benjamin Segura
Urban younger shoppers (late 20s)	age: 28-29; gender: Female; locales: Jersey City, Birmingham; occupations: real estate, product manager; relatively higher incomes represented	Skeptical of vague 'natural' language; respond to plain-English functional claims (sensitive, rinses clean), convenience cues (travel/trial sizes), and subtle/low-fragrance positioning. Will trial on clear value or convenience offers.	Jessica Turner, Olivia Olivares
Value-sensitive older shoppers in service roles	age: ~54; gender: Female; occupation: sales/manager or service-adjacent; lower income sensitivity	Price and promotions (clearance, BOGO) are primary decision levers; scent avoidance is important for workplace and food-handling contexts. Functional packaging and short ingredient panels help justify purchase when price is right.	Cheryl Shields
Analytical mid-career professionals	age: ~44; occupations: business analyst or similar; mid-range income	Make explicit, quantified tradeoffs - will accept 'natural' positioning only within narrow price/performance thresholds (e.g., <= ~15% premium); require clear performance metrics or price-per-ounce to switch.	Benjamin Segura, Jessica Turner, Rickey Bustamante
Households with scent-sensitive members	mixed ages/genders; caregivers, food/service workers, or households with children; multilingual households noted	Scent intensity influences purchases beyond gender - workplace, partner/child contact and caregiving duties push buyers toward unscented/low-fragrance SKUs and highly readable ingredient/benefit claims; bilingual labeling can influence perception and purchase ease in multilingual homes.	Cheryl Shields, Nickalous Dias, Olivia Olivares

Shared Mindsets

Trait	Signal	Agents
‘Naturally derived’ = marketing shorthand	Across demographics, ‘natural’ is a tie-breaker at best; it does not override concrete performance, price or scent concerns and often needs clearer substantiation to move purchase intent.	Rickey Bustamante, Jessica Turner, Nickalous Dias, Benjamin Segura, Cheryl Shields, Olivia Olivares
Performance over positioning	Effectiveness (deodorant endurance, rinse/skin feel, low irritation) consistently outranks brand positioning or natural claims when choosing between Every Man Jack and mainstream alternatives.	Rickey Bustamante, Benjamin Segura, Nickalous Dias, Cheryl Shields
Scent sensitivity	Preference for light or unscented formulations is widespread; heavy cologne-style scents deter purchases, particularly in close-contact or workplace contexts.	Jessica Turner, Olivia Olivares, Cheryl Shields, Nickalous Dias
Price and promotion drive trial	Sale tags, trial sizes, and clear $/oz economics are the strongest triggers for first-time purchase; promotions reduce perceived risk of trying Every Man Jack versus incumbents.	Jessica Turner, Benjamin Segura, Cheryl Shields, Rickey Bustamante, Olivia Olivares
Packaging & format matter	Functional bottle/cap design (pumps, flip caps), travel SKUs and ergonomic packaging influence both trial and repeat purchase decisions.	Cheryl Shields, Jessica Turner, Olivia Olivares, Nickalous Dias, Rickey Bustamante
Aluminum-free deodorants underperform in heat	Multiple respondents report aluminum-free formulations failing by midday in warm climates or during active use, creating a performance gap that undermines natural-positioning benefits.	Rickey Bustamante, Benjamin Segura, Olivia Olivares, Nickalous Dias

Divergences

Segment	Contrast	Agents
Higher-income urban shopper vs typical income expectations	Olivia Olivares (higher household income) emphasizes sale-driven, value-first behavior and treats premium brands as occasional treats, contrasting with a stereotype that higher income equals regular premium purchases.	Olivia Olivares
Bilingual / family-influenced purchaser vs typical single-user framing	Nickalous Dias places outsized importance on bilingual labeling and partner/child scent impacts; this contrasts with buyers focused only on single-user performance and highlights packaging/labeling opportunities for multilingual households.	Nickalous Dias
Analytical shoppers vs emotive/value shoppers	Benjamin Segura applies explicit numerical thresholds and price/performance rules (e.g., ~15% premium cap), which contrasts with other segments who make more heuristic or promotion-driven choices.	Benjamin Segura
Middle-aged men in heat vs younger urban shoppers' scent tolerance	Middle-aged men in warm climates prioritize staying power and low irritation above scent/branding, while younger urban shoppers are more willing to trade some performance for subtle scent and convenient formats - indicating different messaging levers (endurance vs lifestyle/convenience).	Rickey Bustamante, Nickalous Dias, Jessica Turner, Olivia Olivares

Recommendations & Next Steps

Overview

Shoppers view Every Man Jack’s “naturally derived” as marketing shorthand; they buy on performance (rinses clean, non-drying, deo endurance), low/quiet scent, price parity/promo, and functional formats (pumps, good flip-caps, travel minis). Focus the brand on plain-English proof, expand low-scent/fragrance-free options, fix packaging usability, offer a true antiperspirant alongside aluminum-free, and use channel-specific price pack architecture. Remove gimmicky nature copy; elevate simple ingredients (glycerin, aloe, oat) with credible badges and reviews. Trial sizes at $2–$3 and retailer promos are the fastest levers to convert.

Quick Wins (next 2–4 weeks)

#	Action	Why	Owner	Effort	Impact
1	Front-of-pack proof refresh	Buyers want plain claims over vibe; “rinses clean”, “non-drying”, “sensitive skin” beat vague natural copy.	Brand Marketing + Regulatory	Low	High
2	Scent discipline + badges	Low/quiet fragrance is decisive; clear Fragrance-Free/Light Scent badges reduce risk and speed pickup.	Product + Packaging	Low	High
3	Trial minis priced to move	3 oz at $2–$3 converts comparison browsing into trial; repeatedly requested across categories.	Growth + Sales (Retail)	Med	High
4	Channel price guardrails	Purchase threshold hinges on ≤15% premium vs Dove/Old Spice; promo tags (BOGO/coupons) trigger trial.	Revenue Management + Sales	Low	High
5	In-pack and PDP review proof	Shoppers trust peer proof; QR-to-reviews and PDP snippets for “rinses clean/low scent” increase credibility.	Ecommerce + Legal	Low	Med
6	Pump and flip-cap QC blitz	Sticky pumps/gunky caps block repeat; quick supplier QA and small hardware tweaks reduce frustration.	Packaging Engineering + QA	Med	Med

Initiatives (30–90 days)

#	Initiative	Description	Owner	Timeline	Dependencies
1	Deodorant portfolio: add true antiperspirant	Launch an AP line for heat/active use while keeping aluminum-free for lighter days. Create twin-pack “Weekday (Al-Free) + Workout (AP)”. Claims: 48h protection (substantiated), low scent options.	R&D + Regulatory + Brand	Pilot formulas 90 days; retail pilots in hot markets at 4–6 months; broader rollout 6–9 months	FDA monograph compliance, Fragrance house for low-scent AP, Retailer SKU approvals, Claims substantiation
2	Body wash rinse/residue optimization	Reformulate top SKUs to reduce towel cling/film and tightness; add measurable ‘rinses clean’ and ‘non-drying’ proof. Include a simple laundry-towel residue test protocol.	R&D + Insights + QA	Bench and consumer testing 60–90 days; phased conversion 4–6 months	Surfactant/fragrance adjustments, Home-use testing panels, Supply changeover planning
3	Functional packaging program	Introduce 16–18 oz pumps for home and slim 12 oz flip-cap for gym/travel. Add grippy textures, anti-gunk orifice, and a scent strength meter. Include bilingual labeling where relevant.	Packaging Eng + Operations + Brand	Design/freeze 60 days; first production 120–150 days; shelf resets 6–9 months	Mold/tooling lead times, Retail planogram windows, Artwork localization and legal
4	Price pack architecture and promo system	Codify channel-specific SRPs, ≤15% premium cap vs Dove, bonus-size and 2-pack value SKUs, and a quarterly promo calendar (TPR/BOGO/coupons).	Revenue Management + Sales	Architecture in 30–45 days; retailer sell-in 60–90 days; ongoing optimization	Syndicated price/elasticity data, Retailer funding agreements, Promo performance tracking
5	Ingredient and claim transparency	Standardize short ingredient panels and front-of-pack callouts: glycerin/aloe/oat; ‘no dyes, parabens, phthalates’; ‘dermatologist tested’; ‘fragrance-free’ where applicable.	Regulatory/Legal + Brand	Copy and substantiation 30–60 days; packaging updates 90–150 days	Claims substantiation, Artwork updates, Retailer changeover timing
6	Trial and sampling ecosystem	Scale 3 oz minis, mixed-scent sampler kits, and retailer endcap trays; add Amazon sample credits and gym/locker partnerships.	Growth + Sales (Retail) + Ecommerce	Pilot with 2 retailers in 60–90 days; expand in 4–6 months	Co-packer capacity for minis, Retailer merchandising approval, Digital coupon infrastructure

KPIs to Track

#	KPI	Definition	Target	Frequency
1	Price parity compliance	Percent of EMJ SKUs on-shelf within ≤15% of Dove/Old Spice price-per-oz in top retailers	≥85% compliant by Q3	Monthly
2	Low-scent/fragrance-free mix	Share of sales from SKUs labeled Fragrance-Free or Light Scent in body wash/deo	≥40% of category sales by Q4	Monthly
3	Mini-to-full conversion	Percent of mini purchasers who buy a full-size of the same category within 60 days (loyalty/ecomm tracked)	≥25% conversion by 90 days post-launch	Monthly
4	Deodorant repeat in hot markets	60-day repeat rate for deo in Miami, Nashville, San Diego zip clusters	≥35% for aluminum-free; ≥45% for AP line by Q4	Monthly
5	Packaging defect rate	Pump/cap failure or leak complaints per 10,000 units sold	≤5 per 10k by Q3	Monthly
6	Review sentiment on performance	Avg rating and % positive mentions of ‘rinses clean’ or ‘low scent’ on PDP/Amazon	≥4.3 stars; ≥30% positive mentions by Q4	Monthly

Risks & Mitigations

#	Risk	Mitigation	Owner
1	Regulatory delays for antiperspirant claims and launch	Engage external regulatory partner; run parallel artwork and line trials; stage soft launch online first	Regulatory + R&D
2	Fragrance reformulations alienate current fans	A/B test in select doors; keep ‘Original Scent’ online; add scent meter and clear naming to set expectations	Brand + Insights
3	Retailer resistance to planogram and pricing changes	Bring promo funding and shopper data; pilot with 1–2 chains; offer value 2-packs to hit key price points	Sales + Revenue Management
4	Supply constraints for pumps/minis	Dual-source packaging; lock safety stock; prioritize top SKUs for initial rollout	Operations + Procurement
5	Claims substantiation or legal challenges	Complete rinse/skin feel studies and dermatologist testing; legal pre-clearance before print	Regulatory/Legal + QA
6	Brand confusion mixing ‘natural’ with AP performance	Clarify architecture: ‘Aluminum-Free’ and ‘Performance (AP)’ sublines with simple icons and use-case guidance	Brand Marketing

Timeline

0–30 days: Quick wins live (proof stickers/PDP, scent badges, price guardrails, review QR). Pump/cap QC actions kicked off.
30–90 days: Minis pilot in 2–3 retailers; packaging artwork freeze (scent meter, bilingual where needed); deo AP formulas finalized; rinse testing underway.
90–180 days: Body wash reformulations phase-in; functional packaging first production; AP deodorant retail pilots in hot markets; expand minis and value 2-packs.
6–12 months: National rollout of packaging refresh; broader AP line distribution; ongoing promo calendar; refine based on KPI readouts.

Research Study Narrative

Every Man Jack Brand Perception Study: What Moves Shoppers from Browsing to Buy

Objective and context: We set out to understand how U.S. consumers perceive Every Man Jack’s “naturally derived” men’s grooming positioning versus mainstream alternatives, and what truly drives pickup at shelf. Across a 17-respondent cross-section, and a focused shelf-choice question (n=6), the data converge: shoppers buy on performance, low/quiet scent, price/promo, and functional formats-not on vibe or vague nature language.

What actually makes them pick it up (question-level learnings): All six shelf-test respondents required multiple practical boxes checked at once. The decisive triggers were:

Price/value and promo: “Price first… within a buck of the store brand or there’s a yellow clearance sticker, BOGO, or coupon” (Cheryl Shields). Retail channel matters; acceptable price shifts by chain.
Scent discipline: Preference for subtle/neutral or fragrance-free; heavy “masculine” scents deter. “Looks like it’ll… smell quiet… light-cedar body wash” (Jessica Turner).
Simple, transparent ingredients: “Short, boring list… glycerin, aloe, oat… if the first thing is ‘parfum’… hard pass” (Olivia Olivares).
Functional packaging and trialability: Pumps/flip-caps that don’t gunk; small travel sizes convert. “16–18 oz pump… a cheap travel size for a one-shower test” (Rickey Bustamante; Benjamin Segura).
Performance claims with believable proof: “Says ‘rinses clean’ and actually does” (Nickalous Dias). Aesthetic “natural” cues alone are insufficient.

Additional signals: a concrete negative-“last time their wash lingered on towels” (Rickey)-elevates rinse/film concerns. Household reactions and bilingual labeling affect decisions in multilingual homes (Nickalous).

Persona correlations and demographic nuances

Middle-aged men in warm climates: Performance dominates. Aluminum-free deodorants are seen as underperforming in heat; low irritation and minimal lingering scent are table stakes (Rickey, Nickalous, Benjamin).
Urban younger shoppers (late 20s): Skeptical of vague “natural,” responsive to plain-English claims (sensitive, rinses clean), trial minis, and low/quiet fragrance (Jessica, Olivia).
Value-sensitive older shoppers: Price/promo first; scent avoidance for workplace contexts; short ingredient panels justify buy when value is clear (Cheryl).
Analytical mid-career professionals: Require price/performance thresholds (≤ ~15% premium) and clear $/oz math to switch (Benjamin; echoed by Rickey, Jessica).
Households with scent-sensitive members: Choose unscented/lightly scented SKUs; bilingual labeling improves ease and confidence (Cheryl, Nickalous, Olivia).

Shared mindsets: “Naturally derived” reads as marketing shorthand; effectiveness (deo endurance, rinse/skin feel) outranks positioning; price/promo drive trial; packaging and formats matter; aluminum-free deodorants underperform in heat.

Implications and recommendations

Lead with proof, not poetry: Refresh front-of-pack to emphasize “rinses clean,” “non-drying,” “sensitive skin,” with substantiation and peer-review cues (QR-to-reviews, PDP snippets).
Scent discipline: Expand fragrance-free and light-scent SKUs; add clear Fragrance-Free/Light Scent badges and a simple scent-strength meter.
Make trial easy: Launch 3 oz minis at $2–$3 across categories to convert comparison browsing.
Fix usability: Introduce reliable 16–18 oz pumps and improved flip-caps; add grippy textures and anti-gunk orifice; include bilingual labeling where relevant.
Close the deodorant performance gap: Add a true antiperspirant line for heat/active use alongside aluminum-free, with substantiated 48h protection and low-scent options.
Channel price guardrails: Maintain ≤15% premium vs Dove/Old Spice; codify value packs and quarterly promo calendar (TPR/BOGO/coupons).
Ingredient transparency: Standardize short panels and clear callouts (glycerin, aloe, oat; no dyes/parabens/phthalates; dermatologist tested).

Risks and guardrails

Regulatory/AP claims: Engage external regulatory; pre-clear artwork; stage soft online launch.
Fragrance reformulation risk: A/B test in select doors; keep “Original Scent” online; use scent meter to set expectations.
Retailer resistance & supply constraints: Bring promo funding and shopper data; pilot with 1–2 chains; dual-source pumps/minis and hold safety stock.

Next steps and measurement

0–30 days: Deploy proof stickers/PDP updates, scent badges, review QR; set channel price guardrails; initiate pump/cap QC.
30–90 days: Pilot minis in 2–3 retailers; freeze packaging artwork (scent meter, bilingual); finalize AP formulas; begin rinse/residue testing.
90–180 days: Phase body-wash reformulations; start functional packaging production; AP deodorant pilots in hot markets; expand minis and value 2-packs.
6–12 months: National packaging refresh; broader AP distribution; optimize against KPIs.

KPI targets: Price parity compliance (≥85% SKUs ≤15% premium by Q3); Low-scent/fragrance-free mix (≥40% of sales by Q4); Mini-to-full conversion (≥25% within 60 days); Deo repeat in hot markets (≥35% aluminum-free; ≥45% AP by Q4); Packaging defect rate (≤5 per 10k by Q3). These metrics directly reflect shopper-stated triggers-price, scent, performance, and usability-and provide clear readouts to iterate quickly.

Recommended Follow-up Questions Updated Jan 29, 2026

For each category (body wash, shampoo, deodorant, beard care), what price premium over your current go-to, if any, would you accept for Every Man Jack?

matrix Quantifies acceptable premium by category to set price architecture and promotional guardrails.
Which on-pack statements would most increase your likelihood to consider Every Man Jack? (e.g., rinses clean/no residue, non-drying, 48-hour odor protection tested in heat, fragrance-free option, dermatologist tested, aluminum-free that works, no sulfates/parabens, % plant-derived, biodegradable formula, cruelty-free, recyclable bottle, made in USA)

maxdiff Prioritizes claim hierarchy for packaging and advertising to drive conversion.
How strong do you prefer scent intensity for each scenario? (daily work/school, gym/exercise, hot weather, evenings/outings, at home/shared spaces)

matrix Guides scent strength targets by occasion for formulation and assortment planning.
Which scent families would you most want available from Every Man Jack? Please rank your top three. (fragrance-free, woods/cedar, fresh/ocean, citrus, herbal/eucalyptus, mint, barbershop/clean, sandalwood/vanilla, musk/amber)

rank Informs scent portfolio focus and discontinuation candidates.
When using aluminum-free deodorants, how often do you experience insufficient odor protection in the following situations? (normal day, high heat/humidity, high stress, exercise, synthetic fabrics, cotton fabrics, after 12+ hours without reapplying)

frequency Identifies performance gaps to refine deodorant formula and contextual claims.
Which trial or entry format would most increase your likelihood to try Every Man Jack for the first time? Please rank the options. (3 oz travel size ~$2.99, single-use sachet ~$0.99, mini deodorant 0.8 oz ~$3.99, starter kit: body wash + deodorant ~$6.99, in-store scent tester, money-back guarantee, first-order 20% discount)

rank Optimizes trial mechanics and shopper marketing investments to drive first purchase.

Randomize item order within lists. For the price premium matrix, use labeled options: none, up to 5%, 6–10%, 11–15%, 16–20%, >20%.

Study Overview Updated Jan 29, 2026

News & Media

Source	Weight

Every Man Jack Brand Perception Study

Nickalous Dias

Olivia Olivares

Rickey Bustamante

Cheryl Shields

Jessica Turner

Benjamin Segura

Nickalous Dias

Olivia Olivares

Rickey Bustamante

Cheryl Shields

Jessica Turner

Benjamin Segura

Sex / Gender

Race / Ethnicity

Locale (Top)

Occupations (Top)

Summary

Themes

Outliers

Overview

Key Segments

Shared Mindsets

Divergences

Overview

Quick Wins (next 2–4 weeks)

Initiatives (30–90 days)

KPIs to Track

Risks & Mitigations

Timeline

Every Man Jack Brand Perception Study: What Moves Shoppers from Browsing to Buy

Persona correlations and demographic nuances

Implications and recommendations

Risks and guardrails

Next steps and measurement

Distinct Market Research Groups

Marketing Reports Generated

Digital Twin Synthetic Personas

Questions Answered