Business Issues Typically Addressed

What is the size of the opportunity? What share can we expect?

What are the market requirements, hot buttons, unmet needs?

Who are the decision makers? What is the decision making process?

What are the decision drivers? How do we measure against these?

What are the key competitors’ perceived strengths and weaknesses?

What is our  best positioning? What do we need to do to get there?

What is the optimum pricing? How price sensitive is our market?

What is our current satisfaction level? What are its root causes?

Do any of the issues above vary significantly by market segments?

How can we effectively and profitably reach key target segments?