RESEARCH PRODUCT 1 (CeraVe) | RESEARCH PRODUCT 2 (Audi) | MY PRODUCT (Kiehl’s)  | |
| UNDERSTANDING SELF | By taking time out of your day to care for yourself, you take a break from distractions and learn to accept your identity. | By taking long, peaceful drives, the car may help you get to grips with your purpose in life. It also might be a useful mode of transportation that can take you to therapy, where you can actually begin to understand yourself. | |
| ENJOYMENT | The product feels great on your skin and makes you feel great internally as well. You feel a sense of self-love, as you know that you are caring for yourself in the best possible way. | A new flashy car no doubt brings its owner enjoyment. It also helps its owner travel to places which they may gain enjoyment. | |
| ESCAPISM | n/a | Car adverts often show people alone driving in deserted area’s. This appeals to ‘The Struggler’ who wants to escape. | |
| KNOWLEDGE ABOUT THE WORLD | n/a | The car allows you to travel to new places and gain new knowledge about the world. | |
| SELF CONFIDENCE, SELF ESTEEM | CeraVe helps your skin glow and look younger, which improves your self-esteem, helping you feel great about yourself both physically and mentally. | A new car may improve your self-esteem because it makes you feel as though you’ve achieved something important in life. | |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | Due to your skin feeling great you may be more likely to have the confidence to put yourself ou there in social situations and make more friends. | A new car may allow you more freedom to go out and socialise with family and friends. | |
| ANY OTHER CATEGORY OR THEME | Its primary role is to moisturise skin. | Its primary role is to take you from A to B. |
