Quite often, marketers have discovered to their chagrin that classical definitions of 'core target' and 'key markets' for any category are defined more by existing marketers' competencies - or lack of it - than actual consumer needs. In many of the projects we worked on, just reversing the process - and building the demand structure ground-up - revealed untapped market needs that could be uniquely addressed by a small tweaking of the original offering.
How do we build this up? By using ground-level demographic and behavioral data that is matched with broad socio-cultural patterns, to identify latent consuming segments/markets, thereby revealing a brand's true market potential.
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Marketing Metrics - Tools
Syndicated Retail Audits - Category
Syndicated U&A studies
Independent Qualitative Research or Consumer Panel