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Market Assessments and Opportunity Identification
Purpose and Benefits
These studies help companies to better understand their markets
and uncover opportunities. This type of work is very important to
undertake when needing to determine where a product or service stands
relative to competitors' in terms of perceptions, and likely and
actual usage. With this information you can make product, communications
and/or distribution channel adjustments to improve perceptions and
likelihood of purchase among your target audiences.
Key Questions Answered:
- What are perceptions and attitudes of our and
competitors' products?
- What are the trends in usage of our and competitors'
products?
- What is the correlation between attitude and
usage?
- How can attitudes be improved and usage of
our products be increased?
Techniques
- Focus groups (for front-end information)
- Telephone, mail or web surveys
- In-store or mall intercepts
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