Managers want to enter a new market.  Does it meet expectations?  Why?  Study first, then take action. We can help.

• Dodge Reports    This is the best place to go for market size data.  Markets by Dodge category are quickly available but of limited value.  Special analysis is needed.  The assumptions in the special analysis must be closely reviewed.
• Architect Interviews    This is the best way to get market requirements from the owner's point of view.  Only architects specializing in the target market should be used.  Pay them for their time.
• Contractor Interviews   This is the best source of customer needs.  This is often a good source of market size data.  In addition, contractors can tell you who your competitors will be and their strengths and weaknesses.  Because contractors are usually looking for new vendors, this can be a source of the best data and feedback.
• Vendors    Start with your own vendors.  If they don't really cover the target market, seek out vendors that serve the target market.  This can be a rich source of data and insight.
• Focus Groups  These can cost a lot of money if done by Madison Avenue.  But, they can be practical and affordable and done by any producer.  The results can be worth it.  There is something special and unique about group dynamics when focused on improving or shaping a particular product.  Trade shows are a great place to organize these. Pay professionals for their time, provide some inducement to non-professionals..  Don't get competitors in the same group.

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