Opportunity identification.

Find new opportunities in your category to inspire product development.

Opportunity identification

To remain relevant, brands need to be able to launch new products with confidence. We work with businesses to help them find gaps in the market upon which successful products can be built.

It’s crucial that the opportunity identification process is carefully executed to maximise the chances of a successful product launch. We’ll work with you to design a bespoke approach based on your unique challenges. This could involve:

  • Workshop sessions with end-consumers. This helps to build a rich understanding of consumer interactions with the product category, including patterns of behaviour, product usage, and perceived deficiencies with the current offerings.
  • Usage and attitudes studies. Large-scale quantitative studies allow us to explore the category as a whole, identifying consumer needs you can meet through product development.
  • Expert interviews with thought leaders in your industry. These deliver a future-focused perspective, pinpointing potential areas of growth in the sector, opportunities, and whitespace.

Building on this foundation of knowledge, we can run co-creation workshops with consumers to capture and refine embryonic product ideas that relate to the white spaces identified.

We also run workshops for your internal stakeholders to help you harness new opportunities and ideas and move forward in the NPD process. We’ll share key insights and work with you to identify the product ideas to be taken forward for further development and testing. Typically, our in-house creative team will also attend this session, allowing them to gather the information required to visualise the ideas for the next phase of NPD research: concept testing.

To complement the opportunity identification process, our approach also incorporates rigorous competitor analysis. Understanding the market dynamics, including competitor strategies and customer perceptions, is critical in identifying unique value propositions for your new product. Our skilled team examines key competitor products, market positioning, and customer sentiment to provide a comprehensive analysis that helps you identify gaps and opportunities in the market.

Beyond our tailored research, we offer continuous support and consultation. Our expert analysts work closely with your team to monitor the market environment post-launch, assessing customer response, competitor reactions, and market dynamics. This ongoing market monitoring ensures that your business can adapt and respond to changes swiftly, maximising the potential for product success.

Our emphasis on customer-centric research enables you to create products that truly resonate with your target audience. By harnessing the power of advanced analytics, we delve into customer behaviour, attitudes, and preferences, providing you with a nuanced understanding of your target market. This rich, consumer-focused insight enables you to craft compelling marketing strategies, tailor your product offerings, and, ultimately, build a loyal customer base. With Kadence, you’re not just launching a product; you’re creating meaningful connections with your customers that drive long-term business growth.

The impact opportunity identification research can have on your business:

Find whitespace

Understand where the market is heading to find new opportunities for your brand.

Identify consumer needs that you can capitalise on

We give you an unfiltered, objective understanding of consumers needs in the category, allowing you to better meet what your customers are looking for through your new product development.

Develop winning products

As an agency with rich expertise across the NPD cycle, we can help you set your product launch up for success.

The global boutique for data and insight

Our global footprint makes us the go-to partner for international market research. We offer all qualitative and quantitative methodologies across our office network and beyond.

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How to run workshops that turn insight into action

How do you ensure that the research you commission moves your company to action, creating competitive advantage and growth for your business?  In our free guide we share our top tips for preparing and running an effective workshop, as well as practical workshop exercises that you can take away, apply to your business and use to ensure that your research really does drive business change.

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