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Market Landscaping

Total Market Understanding for Competitive Advantage

Tens of thousands of new products and services are introduced to the marketplace each year. To truly understand categories and gain strategic advantage, companies must understand the marketplace through the eyes of their consumers or end-users. To this end, market landscaping provides a holistic view of the marketplace that enables companies to optimize brand positioning and pinpoint white space opportunities for on-target product innovation.

Market Landscaping with Ipsos MediaCT

Ipsos MediaCT's unique approach to market landscaping will provide you with a visual depiction of the current marketplace that will enable you to:

• Better position new and existing brands vis-à-vis competition.
• Understand emotional and functional barriers and triggers.
• Uncover white space opportunities for new product development.
• Integrate concept testing into the market landscape to determine if your new concepts fit with white space opportunities.

Taking Attitude and Usage and Segmentation Studies to a Higher Ground

Market landscaping provides strategic direction for innovation and brand and product positioning. With market landscaping, you can transform your attitude and usage and segmentation studies into more powerful tools for brand and product development as well as conduct concept testing within a framework of the perceptual landscape.

What Makes Market Landscaping with Ipsos MediaCT Different?

All of our landscape and structure engagements are supported by market scientists and client service professionals with specific expertise in market landscaping, segmentation and innovation research.

Each of our market landscape studies is based on our proven core approach, yet is uniquely designed and analyzed to meet specific client needs and market situations.

We provide actionable recommendations to guide new product innovation as well as direction for repositioning existing brands.

Innovation

• Identifies white space opportunities based on an understanding of the perceived organizational structure of the marketplace.
• Relates need states (by occasion) relative to avail able choice and pinpoints unmet needs.
• Provides strategic direction for new product or service innovation platforms.
• Integrates new product or service ideas (concept testing) and assesses their performance relative to the market, white space opportunities and consumer or user needs.

Brand and Product Positioning

• Explains current brand and product imagery, equities, usage, relative occasion, setting and mood.
• Determines key drivers and underpinning attitudes and behaviors.
• Can provide actionable need state or attitudinal segmentation.
• Can identify barriers and triggers (functional and emotional).

How It Works

Because respondents need to sort through visual stimuli, market landscaping studies are best conducted either on the Internet or through central location testing. Our online methodology leverages the Ipsos U.S. Online Panel, which affords larger sample sizes, shorter survey lengths and faster delivery time than in-person methodologies.