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CONJOINT ANALYSIS & FUNCTIONAL SEGMENTATION
The objectives of this research could be best satisfied by adding an additional testing module to the instrument using Conjoint Analysis. This module will help BRAND understand three critical aspects of the CATEGORY business:
1. What feature/benefit is driving value relative to other feature/benefits (including brand)?
2. What configuration of feature/benefits will capture the greatest share of market (both branded and unbranded)?
3. How does the market segment functionally based on product attributes? 
Note: this is not a behavioral segmentation, but a segmentation based on features & benefits (including price & brand).