Structural Open Association Patterns (SOAP)

SOAP is the quantitative application of Gutman's Means-end-chain theory ('82). It describes how products fulfill personal needs by establishing a 'value chain' (a relation between the product's features and benefits one gets from using the product) and link it to values and desires one aspires for. SOAP allows quantifying the importance of relevant links between product features, benefits and desires.

SOAP: benefits & limitations

• Provides insight into the relevant and most appealing attributes of a product
• Identifies which needs customers are trying to satisfy and which are most relevant
• Reveals underlying causes to explain why these are driving consumer behavior
• Structured research approach that can be conducted online

• Usually qualitative pre-phase is needed to define features, benefits and values
• Large sample sizes needed in markets with very heterogeneous costumers

SOAP: when to use it?

• In product development and innovation, when brands seek novel ways to meet costumers needs
• To support marketing efforts by prioritizing benefits and addressing needs that matter to the users