Your challenge

You need to know as much as you can about your target market, including prospects' detailed wants/needs, their purchase decision process and how to deliver solutions that decision-makers recognize as valuable to them. You also need to know about competitors, how they're positioned, their strengths and weaknesses, their strategic messages and what they feel is their biggest differentiation.

 

And, of course, you'd like to know how to position your offerings in your new market, including what value propositions, differentiation and supporting messages to use.

How we help

We create an in-depth profile of your target market segment based heavily on primary research, both quantitative and qualitative, and supported by secondary sources. This profile includes, but is not always limited to:

 

- Market dynamics

- Target customer definition

- Wants & needs analysis

- Purchase decision process

- Hypothetical product definition (more on this)

- Competitive landscape profile

- Hypothetical positioning & messages

This information is primarily gathered by contacting and interviewing decision-makers in your segment on your behalf, supplemented with interviews with analysts and other market influencers, plus reviews of secondary sources. As an independent consulting firm – which may not identify the client we're working for – we can often get franker answers than you would as a vendor.

Timeframe & Fees

Normally a 1-2 month engagement.

Timeframes and fees can be accurately estimated after learning more about your specific business and breadth of information, materials and personnel. Contact us to discuss your company's situation.

Related ways we can help

Segment Validation – Trying to decide between a number of target segments? We can help you pick one, using our proven methodology. [more]

Corporate/Product Positioning – Bring clarity and power to your messages with a unique, memorable, defensible position. [more]