Market research and analysis

Unsatisfied needs analysis

Using your expertise, knowledge of technologies and skills in the specific area, we will apply modern marketing facilities in order to identify attractive directions of you company' or trademarks' development.We believe that even the most competitive category or sector retains a lot of 'blank spots', i.e. unsatisfied consumer groups or needs.In order to locate free market niches or unsatisfied needs we use modern marketing facilities: from competition activity tracking and customer mood examination to analyses of other (better developed) geographical markets that may serve models for the Ukrainian market development.

Rated attractive market

When your company faces a strategic alternative - on what market segment or sector or product category your core efforts and resources should be focused - INSIGHT is ready to help in the taking of a conscious and commercially viable decision.We examine the company's capacities and tasks, competitive environment and other external factors (using, among other methodologies, the SWOT analysis).We apply different comparative analysis methods to analyse sectors or market segments in order to formulate justified recommendations.We perform qualitative comparative market assessment, along with the quantitative analysis.

Consumer expectations study

Regardless of your company's experience and client and market knowledge, regular customer research remains an important element of professional marketing.We are experienced in various types of marketing (customer) researches, both standard ones including focus groups, retail audit, assessment of brand awareness and brand loyalty, and ad hoc exercises (where the research format is tailored to specific needs of a brand).Great attention is paid to the proper planning of the research, namely, to goal setting, selection of the most efficient research tools, development of questionnaires etc.

Market competition analysis

Scrupulous and diligent search for source data (both from public sources and from purchased professional reports) as well as examination of the sectoral experts' opinions provide for justified conclusions about the brand's position with respect to its immediate and indirect competitors, main sources of competition threat and weaknesses of competitors that would allow seizing their market share.Based on the above mentioned data, we can also forecast the competition dynamics in your sector.This analysis may be valuable both as a stand-alone exercise and as a component of a brand development effort.

Map of market

If we use military terminology, the market map is a picture of the 'battlefield' (in the marketing area this will be the awareness of the brand clientele, both existing and potential), detailing the 'terrain' features and location of the most valuable items located there (i.e. core client segments and groups of requirements), as well as the positions of the 'enemy' (i.e. strong competitor brands that settled down in the clients' mind.The market map is based on the professional marketing information (e.g. resulting from researches detailed in previous sections).The market map contains both qualitative and quantitative information:

• The scope and value (in monetary terms) of the market segments;
• Competitor brands' loyalty levels etc.

Brands position

Selection of the market segment (segments) where core brand operations and resources will be concentrated is a very important strategic decision to be made by our Client.The consultant's role includes professional, justified and understandable explanation of benefits and weaknesses of each alternative, presentation of further development scenarios and their risks and threats.Considering the current status of your brand in the market, we may also forecast the outcomes of the brand up-marketing (increase in the 'price status') or down-marketing (expansion of the target customers and brand democratisation).Since several strong players may claim the same segment in a competitive market, this process will also include the unique market positioning of you brand.