• Identification: Who are your consumers/customers?

  • Activities:

    • Analyzing internal data.

    • Leveraging third-party reports and syndicated data.

    • Utilizing open-source demographic and behavioral data.

    • Conducting immersive fieldwork (e.g., observing consumer behavior in real-world settings).

​

• Needs and Unmet Needs: What do they truly need?

  • Activities:

    • Mining data from existing sources.

    • Conducting immersive ethnographic research.

    • Hosting focus groups to gather qualitative insights.

    • Conducting one-on-one interviews for deeper understanding.

    • Designing and executing quantitative surveys.

​

• Trends: What trends influence their behavior?

  • Activities:

    • Analyzing internal trend reports.

    • Using third-party trend analysis tools.

    • Scraping and synthesizing open-source trend data.

    • Field immersions in key markets.

​

• Pain Points: What challenges do they face?

  • Activities:

    • Leveraging existing consumer research.

    • Observing consumer challenges in the field.

    • Conducting focus groups and interviews to uncover barriers.

    • Designing and analyzing quantitative pain-point surveys.

​

• Trends: What trends are shaping the industry and driving behavior?

  • Activities:

    • Reviewing internal and external channel data.

    • Leveraging third-party market analysis tools.

    • Observing in-market channel dynamics.

    • Identifying emerging category trends.

​​

• Whitespace: Where are there opportunity areas to target?

  • Activities:​

    • ​Market gap analysis.

    • Adjacent category exploration.

    • White space workshops.

• Needs: What are strategic priorities?

  • Activities:

    • Reviewing internal goals and strategic plans.

    • Aligning short- and long-term priorities.

    • Conducting gap analyses to identify key opportunities.

​

• Opportunities: How can you achieve your teams goals?

  • Activities:

    • Conducting internal stakeholder interviews.

    • Identifying strategic growth gaps.

​

• Pain Points: What is in your way?

  • Activities:

    • Identifying barriers through internal and external interviews.

    • Analyzing systemic limitations.

​

• Points of Difference: How do you/can you stand out?

  • Activities:

    • Conducting market differentiation analysis.

    • Interviewing internal and external stakeholders.

    • Reviewing market positioning and unique value propositions.

• Identification: Who do you compete with directly and indirectly?

  • Activities:

    • Leveraging internal and distributor data.

    • Conducting field immersions.

    • Analyzing third-party competitor reports.

​

• Trends: What trends are shaping your competition? 

  • Activities:

    • Reviewing internal and external competitor trend reports.

    • Conducting market-level trend synthesis.