Insight & Analysis

Insight & Analysis

Through our Insight & Analysis services, we support product and business teams with the customer, competitor and market insights that are the foundation for product (and service) success. Because our consultants are all passionate product people with entrepreneurial mindsets, we are tuned to the data and insights that product teams need to advance their products and services. Our research is always multi-faceted: primary research – whether it be a handful of conversations, multiple in-depth interviews or a vast number of completed electronic surveys – complemented by secondary research aggregated from myriad sources and synthesized to support our clients. If you are seeking outside, objective input to support your product strategies, pick your target markets, lock down your requirements, tune your messages or further define your sales tactics, our team is ready to help. 

MARKETS

The foundation for any product plan or believable financial projection starts with a solid understanding of the market and opportunity for a product or service. While market analysis by its very nature is “quant-heavy,” our consultants produce actionable and easy to understand results tuned for product and service teams. Whether you need a market defined and segmented or an opportunity analyzed, our market analyses will help you drive a steady stream of products and services and achieve your revenue targets. 

CUSTOMERS

Translating customers’ perspectives into revenue is not easy. As experienced product developers, product managers and innovators, we can engage in meaningful dialogue with customers. We examine challenges through their lens so that you can walk in enough of their shoes to say you have insight. Whether you need a handful of meaningful conversations, a series of in-depth interviews, a larger electronic study or a complete Voice of the Customer (VOC) assessment, our research yields actionable customer insights.

COMPETITORS

Plotting the path for your product or service demands you have your finger on the pulse of the competitive landscape. Excellent competitive analysis is a critical input to decisions about market strategy and product priorities. Our consultants will assess your competition, evaluate their products and services and project their likely paths. Whether you need insight to drive competitive strategy, hypotheses about future competitive entrants or input to decisions about features and functions, we deliver actionable insights.

Competitive Analysis

Excellent competitive analysis goes far beyond comparing and contrasting the feature lists of products and services. In addition to comparing competitors’ offerings to yours, we provide an in-depth assessment of the landscape together with hypotheses about the source of future entrants and offer recommendations for achieving sustainable marketplace advantages.

Customer Insight

The most successful companies understand that customer insight is an ongoing discovery process: market conditions are dynamic, technology advances and customer needs change over time. We quickly elicit and analyze customer needs and perspectives to drive better product decisions. We have developed a proven process to gather, tabulate and analyze free-form data and translate it into actionable insights. These insights inform product decisions, are the basis for business and functional requirements and provide fact-based understanding of what customers and prospects need.

Market Research & Opportunities

Hitting your numbers depends on market analyses that yield sustainable competitive advantage and a steady stream of prospects. We assess markets with an eye toward your current products as well as your future growth targets, and provide actionable and easy to understand assessments tuned for product and service teams.

Market Sizing & Segmentation

Making decisions about which markets to address often depends on their total size, in terms of number of customers and revenue potential. Making a market strategy actionable means segmenting the market in a way that sales can identify who is a potential prospect – and who is not. We leverage myriad sources of data to create quantitative models and a realistic picture of any given market’s potential. We are also expert at defining the discrete market segments that create the basis for targeted marketing campaigns and sales programs.

Pricing Analysis

The devil is often in the details when it comes to setting the price for a product or service. We will get into the nitty gritty of total cost of ownership and switching costs in addition to your competitors’ prices. The result is a comprehensive analysis and quantitative model that can be used to evaluate different pricing scenarios, customer sensitivity and support pricing decisions.

Voice of the Customer (VOC) Research

Maintaining an objective and accurate understanding of customers’ expectations, preferences and aversions is challenging. As product developers, product managers and consultants, we are expert at Voice of the Customer (VOC) research to support decisions about products and services. Our methodology enables us to turn discussion-based research that results in transcripts and interview notes into structured data that makes pattern-spotting easy. We combine this with electronic surveys as needed to provide a complete and statistically significant set of facts about what customers want.

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