An important task where you gather all the relevant knowledge about your brands and markets. We start by scoping out our information needs, typically covering:
Market size and trends
Brands, manufacturers, market sectors and shares
Innovation and trends
Consumer attitudes and needs
What you would receive at the outset is a list of topics that the information trawl will attempt to access. The range of potential sources will be large and include:
Specialist companies such as Mintel, Keynote or Datamonitor
Some of these sources will be freely available, others might require a fee.
Often you may wish to expand your knowledge with some selected interviews among key people. This will colour the data and it is amazing that there is rarely a need to conduct many interviews.
At the end you will receive a report comprising of an executive summary, recommendations for next steps and a compendium containing all the relevant facts and figures.