{
  "category": "Strategy & Research",
  "id": "edc-positioning-research",
  "title": "Everyday Carry Positioning Research",
  "industry": "Consumer goods",
  "platforms": [
    "Research",
    "Interviews",
    "Concept testing"
  ],
  "audience": "A new everyday carry brand defining its launch position.",
  "challenge": "Visual style is decided before the team understands daily routines, tradeoffs and purchase triggers.",
  "headline": "Start with what people actually carry.",
  "output": {
    "Interview prompts": [
      "Walk through yesterday’s carry setup.",
      "Which item is hardest to find?",
      "What have you stopped carrying and why?",
      "Tell me about the last accessory you bought."
    ],
    "Segments": "Organize hypotheses around daily routine and use case rather than invented personality labels.",
    "Concept test": "Compare utility, compactness and organization messages using the same product presentation.",
    "Competitive review": "Record materials, dimensions, price, warranty and proof from current product pages.",
    "Output": "A positioning hypothesis, evidence gaps and a testable launch message."
  },
  "rows": [
    [
      "Routine",
      "Work commute and bag changes",
      "Observe actual carry behavior"
    ],
    [
      "Tradeoff",
      "Capacity versus bulk",
      "Compare product priorities"
    ],
    [
      "Purchase trigger",
      "Replacement or new use",
      "Test relevant message"
    ]
  ],
  "measurement": "Record repeated unmet needs and concept comprehension. Treat willingness to buy as stated intent until validated through real behavior.",
  "qa": "Avoid leading interview questions, distinguish observation from interpretation and preserve dissenting responses.",
  "status": "Illustrative concept",
  "origin": "New addition",
  "description": "Visual style is decided before the team understands daily routines, tradeoffs and purchase triggers.",
  "subtitle": "Visual style is decided before the team understands daily routines, tradeoffs and purchase triggers.",
  "deliverable": "Research framework",
  "tags": [
    "Research",
    "Interviews",
    "Concept testing",
    "Consumer goods",
    "Research framework"
  ],
  "type": "interactive",
  "src": "projects/edc-positioning-research.html",
  "number": 68,
  "color": "#9cbbda"
}