As the choices facing consumers in the consumer packaged goods marketplace become more numerous and varied, increased attention must be given to capturing the competitive landscape at the individual consumer level. Without this detailed understanding of the consumer, the degree of difficulty in developing and sustaining a viable brand increases exponentially. Yet strangely, marketing research does not always incorporate competitive context into the respondent exercise or the analysis. This paper offers a detailed overview of the importance of analyzing consumer choices at the individual level, and practical advice to marketers and researchers regarding how to introduce successful new products regardless of the innovation type, by focusing on competitive context.