Identifying market gaps where consumer demand remains unmet provides companies with strategic opportunities to innovate and secure a competitive advantage. By developing unique products and services tailored to these unmet needs, companies can establish a strong market presence and promote significant brand growth. Consumer research plays a pivotal role in innovation, serving as a critical component for companies striving to maintain relevance and expand in dynamic markets.

Our Approach

Combining qualitative techniques with quantitative research designs (what we call MassQual) yields the most promising results based on our experiences. To uncover unmet consumer needs we mirror stories shared by respondents about past as well as ideal experiences of the category-usage researched.

Plotting fulfilment levels of current experiences against gaps between current and ideal experiences on multiple dimensions allows to identify the most promising spaces of innovation in terms of unmet needs in the market:

Rich diagnostics (e.g segment specific break-ups) help to differentiate the analysis also in more strategic terms.

The abundant text data (stories shared) enriches the research findings significantly and often suggest first ideas of what innovations in the respectively identified spaces could look like.

Your Benefits

Enhanced Scope and Depth: Unlike conventional quantitative methods, which are typically confined to predefined hypotheses or lists, the MassQual approach employs qualitative questioning techniques. This unrestricted methodology allows for a broader exploration of customer perceptions and desires.

Detection of Subtle Yet Significant Signals: While purely qualitative methods provide deep insights, they often lack the ability to capture low-incidence signals due to smaller sample sizes. MassQual addresses this by combining qualitative depth with quantitative breadth, facilitating the detection of significant but infrequent patterns that might otherwise go unnoticed.

Quantification of Innovation Opportunities: MassQual not only identifies areas for innovation but also quantifies the magnitude of these opportunities. This dual capability is crucial for prioritising and strategising innovation efforts effectively.

Directed Research and Focused Findings: Compared to social media monitoring or analytics, which generally capture broader trends and sentiments, MassQual provides more targeted and specific insights. This precision is particularly valuable for developing focused and effective business strategies.