1. Rate each product on each criteria using the scale: 1 = Not at all, 2 = Somewhat, 3 = Very much. 2. Justify each rating in a few words. Compared to the old product, was the new product... Applegate vs. traditional hot dogs Rating Justification Relatively advantageous: Was it cooler, more convenient, cheaper, etc.? Compatible: Was it easy for consumers to make the substitution and solve the need with this new product? Observable: Did consumers see it in use in celebrity endorsements, demos, at friends' houses, etc