We begin uncovering Market Opportunities by defining the strategic questions that the research must answer, such as:

• Are there new and faster-growing market segments where the client should focus?
• Are there areas of inefficiency that could be removed from the sales–distribution process?
• What competitive and environmental forces could impact long-term growth?

Once all of the questions have been properly defined, we develop a research methodology that focuses on collecting unbiased data to provide strategic insights. AVS uses a combination of methods to collect the data, such as:

• In-person interviews
• Telephone interviews
• Focus groups
• Surveys

Typically, AVS collects data from company principals, management, employees, customers, suppliers, industry experts, competitors, media, and other relevant stakeholders. Following data collection, we apply objective statistical analysis, interpret the data, formulate preliminary findings, and review the findings with the client.

We then test the preliminary findings using secondary data, such as:

• Industry reports
• Government studies
• Trade journals and associations
• White papers

This testing either substantiates, or in some instances, contradicts, the preliminary findings. It also provides the clearest picture of the true market conditions.

Brand Differentiation Analysis is the next step.