Market Knowledge & Insights (MK&I)

Desired Results of the Engagement:

• A new reality! Knowledge previously absent.
• Simply management and relevant experts become more familiar with answers about the supply/value chain to previously unasked or unanswered questions for which answers are accessible and valuable.
• Markets (segments, categories, customers – views, beliefs and assumptions) and competitors change the game. Industry suppliers and service providers are profit takers and seek the best returns.
• Answers are always dependent on the questions – the skill with which the question is set and asked, who asks them, who is invited to answer them.
• The questions must be formulated to reveal reality, perhaps a new reality – however it is received and however it is accepted – not desirable or comforting answers.
• The issue in question must be defined by stating knowns, accepted perceptions or facts, and the need-to-know unknowns – the knowledge gaps. More vexing is ‘what you don’t know you don’t know’.
• Knowledge is acquired from face-to-face discussion with nominated key executives. They will represent significant customers or prospects in existing or new markets / segments, suppliers, service providers, technology experts and parallel industries.
• Engagements with interviewees are tightly structured on a specific range of topics designed to elicit the knowledge and opinions sought.
• Views are collated and juxtaposed as necessary to reveal the varied or common opinions of influencers. These responses may or may not validate internal opinions.
• Decision making by relevant executive authority is followed by commensurate action to improve the standing of the organisation.

Other engagements under the MK&I banner relate to the broad operational components of the marketing function. Support or advice for ‘Promotion’ initiatives is the preserve of other relevant experts in that field.