MARKET EXPANDER™
This is a template study for those companies wishing to grow through expansion into additional markets around the world.
The process begins with our client briefing us on the gaps of knowledge that need to be filled. We then design a study in three phases that is customized to those specific needs. It includes:
Phase I: The Brandscape
We take a strategic assessment of the current position of the client's brand in the desired new market(s). This includes a competitive review, analysis of the current stage of maturity of the category and an opportunity analysis for the brand.
Phase II: The Deep Dive
We design and execute a qualitative deep dive with real live people in the desired new market. We design research that yields an insightful consumer take on either the state of the brand or, if it is pre-launch, on the category at-large, in order to identify the white space opportunities, weaknesses of existing competitors, and definition of the unmet need that the brand can full. This is tailored to our client's ambition for the new market and scaled to potential target audience.
In some cases, a Consumer Documentary is the best solution to glean powerful learning on the new target market; in others a Sensory Safari may be helpful to focus more on brand feedback.
Phase III: The Blueprint
The final deliverable of the process provides a complete recommendation, including all components our client deems critical – for example (for not limited to): target audience, positioning, product range, channel distribution, and pricing.