| Research Product 1 | Research Product 2 | My Product | |
| Understanding self | – | – | Product may make you feel and smell how you want |
| Enjoyment | Enjoy driving the new car | Moment of bliss from the first sip | If you smell nicer, you may enjoy life more |
| Escapism | Escape from reality on an open road | Moment of bliss from the first sip | – |
| Knowledge about the world | Drive to see the world | – | People like others who use this product |
| Self confidence, Self esteem | Have more confidence whilst driving an Audi | Famous people drink coke | You will feel cleaner and smell cleaner |
| Strengthen connections with family and friends | Go on drives or trips with family and friends | Something you can enjoy with others | – |
| Other category or theme | – | – | – |
