Question 2 (a) Compare the consumer imagery of Headspace, Calm, Audible and Centr. You are encouraged to research further on the brand to build the relevant imageries. (16 marks) (b) Audible has approached your group for help to find out where they can innovate further. Construct a perceptual map based on your findings of them and the three competitors’ brands in Q2a, and propose one (1) area that Audible can innovate against based on the map in the mindfulness apps category. (9 marks)

Question 2

(a) Compare the consumer imagery of Headspace, Calm, Audible and Centr. You are encouraged to research further on the brand to build the relevant imageries.

(16 marks)

(b) Audible has approached your group for help to find out where they can innovate further.

Construct a perceptual map based on your findings of them and the three competitors’ brands in Q2a, and propose one (1) area that Audible can innovate against based on the map in the mindfulness apps category.

(9 marks)