Building a Roadmap for Strategic Vision and Innovation with Market Landscape Studies

Knowledge Type: 
Published:  Tue, 31/10/2006

To truly understand categories and gain strategic advantage, companies must understand the marketplace through the eyes of their consumers. To this end, market landscape provides a detailed, consumer-perceived picture of the current marketplace that will enable you to:

  • Better position new and existing brands;
  • Uncover white space opportunities for new product development; and
  • Integrate concept testing into the market landscape to determine if your new ideas fit with white space opportunities.

Learn more about Ipsos Marketing's unique approach to market landscape by downloading our latest Point of View.