It is an approach similar to attribute analysis. Here an indepth interview is taken using a sample of 25-30 individuals or groups. The respondents are asked to recall the occasions for the use of the product. The usual questions pertain to

• description of the actual operation, e.g. floor cleaning of the toilet
• the product used on such an occasion e.g.phenyle, Donex, Harpic etc.
• the benefits sought, e.g.making the toilet germ-free, removal of stains, pleasant smell etc.
• attributes of the product used, e.g. antiseptic, pleasant smell, economical, deo effect etc.
• cleaning instruments used, e.g. brush, sponge, mop, broom.
• the timing of the operation, e.g. early morning, late evening, afternoon.
• duration of work, e.g. fifteen minutes, five minutes.
• persons worked with, e.g. self, servants, family members, scavangers.

The results are used to carryout a comprehensive survey. The multi-divisional matrix will carry the following item.

Operations x attributes desired x attributes received x benefits desired x benefits received x brands used x occasions x other characteristics x supporting data.

Initially, product-types ( rows ) and operations ( columns ) matrix can be prepared. It gives the market structure of toilet cleaners, substitutes, complements, frequency,  quantity used. The information of the market structure throws up gaps for which there are no or a few products available. This analysis is also called market gap analysis.

In the second study, benefits across each brand, and each occasion are spelled out. We can prepare a benefit-deficiency matrix. Some benefits are sought, but are not received. Some benefits are received, but are not sought. The average deficiency of each brand can be assessed. The frequency with which benefits are not received  across each brand is studied. The brands which fail on the desired benefits the most are separated. The reasons are studied. The brands which satisfy the desired benefits the most are studied too. The possible new applications are considered.This leads to possibilities of new products which are bundles of benefits desired for a single operation or task or for a collection of tasks.

Finally, occasion-by-operation-by-characteristic matrix unfolds demographic and socio-graphic patterns of product uses. It pinpoints particular segments of users who are after particular benefits.