Typical Business Objectives

  • To determine what are the key drivers of a product or service.
  • Establish the extent to which certain features of the product should be improved – how this does effect demand.
    • What would be the difference in terms of market potential if we modified the profile of our current product?
  • What is the optimal product profile?
    • What is the product profile that give the optimal level of demand and profitability for my organisation?
    • To determine optimal price levels by geographical area and a target price.
  • Which product profile should be prioritised? For which customer target?
  • To understand future market scenarios – cannibalisation and steal:
    • how changes to the current offer effects demand and competitors;
    • how changes to the competitor offer effects our market share;
    • assess the effects of new entries.
  • To identify key potential segments:
    • understand how preference and opportunities vary across different customer segments.
  • To identify exploitable unmet market needs:
    • understand the demand for currently unavailable product features and prioritize among


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