Market Opportunity Identification

Unlock new product and service innovation opportunities from the start to drive incremental growth for your business.

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We explore people’s unmet needs, aspirations and frictions in different moments to uncover opportunities, both white space and incremental, and show how to win with these opportunities. We work with these insights throughout the innovation journey to help you develop and launch winning products and services.

Key features

Innovation experts

Actionable guidance from our innovation experts helps you identify and unlock the most promising innovation opportunities.

Validated approaches

We use survey solutions, ethnography, cognitive interviewing and explore social media to uncover the right foundations.

Clear direction

Get clear and actionable direction on where the most promising opportunities lie, and how to win with those opportunities.

Pinpoint growth opportunities

In today’s hypercompetitive and rapidly evolving world, finding the right growth opportunity is more challenging than ever before. New innovations and existing products and services need to anticipate and meet consumers’ evolving needs and changing lifestyles. They need to resolve people’s tensions and fulfil their aspirations.

Matrix pinpoints real growth opportunities by understanding the drivers of choice in different moments. It helps you improve your innovation success rate by identifying people’s unmet needs and tensions as well as product issues, and defining, sizing and profiling strategies for each opportunity.

Related solutions
Futures Thinking provides a wide-angle view of the marketplace, helping you reimagine possibilities and unlock growth.
To understand the value of innovation, you need to understand its category impact, by measuring incrementality.