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- 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
