| INFORMATION AND INSIGHT IS NEEDED IF YOU ARE DEALING WITH THESE SITUATIONS
- When a new product or market is being developed – identification of opportunities and comparability/distinctiveness
of the proposed product versus existing products
- Identification of existing product usage habits and opportunities
- When an existing product is being modified or an existing market is being targeted for a new product
line extension or a new set of product benefits
- To identify a competitive advantage or edge
- To benchmark where a company is positioned for comparison against marketing or sales objectives
- When too little information is affecting decisions, planning ability and effectiveness
- To reduce uncertainty about decision alternatives
- When there is no or insufficient information to assist in planning
- Available secondary information is often too general to be of assistance
- Standard , prepared survey tools can raise more questions than they answer
- To identify problem areas that can or will negatively influence revenues if left unresolved
or to identify competitive strengths that need to be understood and maintained /reinforced
- To assist in allocating scarce resources among various initiatives or issue areas.
- To answer a business strategy or marketing question
- To ensure that communications are ‘in the best language’ for clarity with the intended audiences
(customers, employees, buyers, suppliers, Board, members, executive suite, investors)
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