the challenge
a large manufacturer planning to enter the airline seats market needed to understand the scale of its market, gaps where it could enter, if it had a winning offering and whether it should invest in further product development
the solution
market research established the size, trends, target clients and competition within the market
a study of market dynamics explored customer requirements, trade-offs, and how the offering fitted with these
the difference
the client gained the knowledge that the market would support its new product and that it had a differentiated offering
winning with just two of the target clients identified would achieve its goals
investment of £Ms on product development with little chance of recovery was avoided
