Identifying opportunities worth pursuing

Opportunity Identification ensures that product, service or brand concepts are grounded in a solid understanding of consumer needs, segment size, market trends, and competition. Areas where the market is changing are ripe for identifying opportunities.

Success starts with the identification of market opportunity.

We have two ways of filtering and assessing opportunities: looking through a busines lens and looking through a cultural lens.

Business opportunity assessments: OpFinder™

Our business opportunity assessment approach, OpFinder™ helps clarify the type of investment and commitment you must make to successfully deliver innovation within a particular industry. This type of assessment provides valuable information for setting realistic goals, defining boundaries, sizing markets, determining partnerships or alliances, and integrating appropriate trends and technology. The outcome is a framework and detailed business case for solid revenue-producing opportunities.

To learn more about OpFinder™, click here.

Cultural Opportunity Assessments

When we refer to culture, we don’t mean ethnicity, though this may certainly play a role. Looking for innovation opportunities through a cultural lens means being sensitive to underlying themes that people express.

While people cannot always directly describe the product, service or brand they want, by observing how they live or interact with products, we can uncover what they find meaningful and where their lives could be improved or enriched.

Our approach to Cultural Opportunity Assessments

There are really two primary components to a cultural opportunity assessment – segmenting how people differ (segmentation) and going deep within one or more of these groups to gain a richer understanding of their lives. This is where having a nuanced understanding of the meanings that people seek is important.

Our approach incorporates a range of qualitative and quantitative methods including ethnography and digital ethnography, work sessions, and knowledge visualization techniques, all of which are used to learn:

Trends and motivations
Lifestyles and values
Common usage and experience scenarios
Pain points and unfulfilled needs
Feelings toward competitive offerings