Market Insights Overview

Market Insights is a process that helps clarify and prioritize market opportunities. The process 1) examines why and how customers purchase from the product category, 2) identifies unmet needs that can lead to new sources of revenue and 3) provides a customer driven scorecard that identifies and rates areas of competitive distinctiveness.

Questions that motivate Market Insights

• What drives customer purchase in our category?

• What do customers think of our brand compared to competing brands?

• Are we pricing our product correctly?

• Is now the right time to change our product offerings, and if so, how?

• What should we focus on when promoting our products/services to customers?

• Is our distribution channel a key asset, a key liability, or a non-issue?

Market Insights Scorecard

Market Insights culminates in a scorecard that indicates customer views of performance on key attributes, and the importance of these attributes. Scores indicate which product or service attributes are most highly tied to desired benefits. Scores also indicate how customers view performance among competitors on these benefits. If multiple customer segments exist, scores are calculated for each segment. You can click on the table to the right for more details about the scorecard.