The Market Opportunity Analysis framework provides an approach for systematically measuring the range of factors that influence market opportunity for a new product or service offering. CAMBRIDGE, MA, July 14, 2009 /24-7PressRelease/ — The Market Opportunity Analysis framework provides an approach for systematically measuring the range of factors that influence market opportunity for a new product or service offering. "We’ve found that companies often give too much weight to how customers, especially their biggest customers, react to a new product or service offering. Just because customers, or even prospects, show interest in a new product idea doesn’t necessarily mean it is a real opportunity. Our framework provides a systematic approach for measuring the range of factors that determine whether a new offering will be a successful," said Jeana McNeil, Vice President.
Developed over nearly a decade of working with technology providers, the Market Opportunity Analysis (MOA) framework focuses on four dimensions: Market pain and priority, brand positioning, buying behavior, and intent to buy. By using a systematic framework to assess each dimension, companies can more accurately forecast the opportunity for a new offering.
Isurus’ Market Opportunity Assessment guide is available online at http://www.isurusmrc.com/marketopportunity
About Isurus Market Research & Consulting
Isurus Market Research specializes in custom, primary market research on behalf of clients in business-to-business markets. The firm’s roots are in research for enterprise technology firms; however, it does significant work in the areas of education, healthcare, and business services. Isurus regularly conducts qualitative and quantitative research in North America, Europe, and Asia.
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