Capability
Needs and Market Assessment
Buying decisions are influenced by a complex array of factors, both rational and emotional. Knowing how buying decisions are made gives you a powerful edge over the competition.
Why choose us
B2B market intelligence you can believe in
It is hard to determine what factors truly drive buying decisions. Our needs and market assessment evaluates the product, service and brand needs of your customers, and tells you where there is a compelling market opportunity for your brand.
High quality data
Data sourced from computer-assisted telephone interviews or video interviews – no online survey panels. Get insights from real people with real expertise.
Greater efficiency
A streamlined research process that saves time and resources, while also uncovering clearer insights.
Genuine B2B expertise
A team of B2B experts that know what’s important to you and your industry.
Use Cases
Market intelligence and needs assessment
Market opportunity analysis
A market feasibility analysis provides insight into a new market based on customer needs. This includes what to offer and how to best reach your target audience.
Product innovation
A customer needs assessment explores where customer needs are unmet, which can help to fuel product innovation.
Market growth
A customer needs assessment and market feasibility analysis drives growth in existing markets by better aligning your product or service to market needs.
Competitive benchmarking
B2B market intelligence helps you to benchmark your brand against competitors. What are your competitive advantages? What competitive claims can you make compared to other brands?
Our process
Custom-built market feasibility analysis and customer needs assessment
Every one of our market intelligence and needs assessment studies is custom-built from scratch. No more off-the-shelf research.
Step 1
Define your research objectives
An initial meeting to understand your brand challenge or opportunity to inform our research plan.
Step 2
Project kick-off
We meet with your internal stakeholders to align on the value drivers and markets in scope.
Step 3
Design interview materials
We custom design the interview discussion guides and/or questionnaires and edit until you sign-off.
Step 4
Recruit real decision-makers
We recruit, screen, and validate the identities of relevant decision-makers in your target audience.
Step 5
Interview programming and setup
This is managed by our in-house team to make sure we have ultimate quality control.
Step 6
Analysis and reporting
We analyze the data collected by relevant variables and report clear and actionable insights in a short slide deck.
Step 7
Strategic recommendations
We provide key recommendations on how to derive value from the insights and present the findings.
Featured CAse Studies
Market intelligence and needs assessment
Faqs
Market & needs assessment FAQs
Here are some FAQs about market feasibility and needs assessments.
What is B2B market intelligence?
B2B market intelligence is a map of your market, your competitors, and how your customers’ needs are being met. It includes:
- Competitive dynamics of your marketplace
- Market trends, including how a market is likely to change and grow
- Cultural, political and economic traits of your market
- Customer preferences, including attributes, behaviors and needs
Why is marketplace intelligence useful?
A thorough market analysis informs business plans for how to enter a new market, identify and capitalize on new opportunities, and expand your existing market share. This includes specific directions for product development, pricing, competitive positioning, and marketing campaigns. A market simulation can also help to predict the impact of these strategic decisions on important business KPIs.
How do you gather B2B market intelligence?
B2B marketplace intelligence is conducted by B2B market research companies using both qualitative and quantitative research. For example, focus groups with your customers and prospects provides deeper insight into needs and unmet needs, purchase behaviors, motivations and goals. Quantitative interviews with a representative sample of your target audience helps to identify key market trends and understand competitor dynamics, including pricing, product fit and where customer needs aren’t being met. We use various research methods to model your market, including Usage & Attitudes (U&A) research, Kano, MaxDiff, TURF, discrete choice modeling, trade-off, regression, and drivers analysis.
What is a customer needs assessment?
A customer needs assessment is a comprehensive study of customer behavior, usage and experiences, and attitudes in your target market. It provides a deep dive into:
- Customer perceptions, expectations, and pain points
- The B2B buying decision in your category, and the relative importance of different members of the decision-making unit.
- The specific customer needs and value drivers that determine purchase decisions, both rational and emotional.
What is the purpose of a needs assessment?
A needs assessment by a B2B market research agency helps you to identify gaps in your market where customer needs aren’t being met. This includes detailed recommendations on what to offer, where to play, and how to win. It is valuable for helping companies formulate business plans, including strategic direction for new market entry, product development, pricing, and marketing campaigns.
How do you conduct a customer needs assessment?
A customer needs assessment is conducted by B2B market research companies using both qualitative and quantitative research. Focus groups or in-depth interviews with your customers and prospects provides deeper insight into customer needs, behaviors and attitudes, including where their needs aren’t being met. A quantitative assessment of a representative sample of customers and prospects quantifies those trends at a statistically significant level. We use various research methods for a needs assessment, including Usage & Attitudes (U&A) research, Kano, MaxDiff, TURF, discrete choice modeling, trade-off, regression, and drivers analysis.