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Commercialising Science and Technology-enabled Innovation

Markets, Customers & Targeting

Markets, Customers & Targeting:

One of the biggest challenges facing technology intensive companies is to understand the behavior of target customers.  Many new products and services fail because not enough attention was paid to how customers will respond. We invest significantly in building our market intelligence capability, in particular to understand the impact of market dynamics, competition & regulation.

We use this to enhance customer segmentation & profiling: for customer segments within existing markets but also for customers in new markets using unique techno-demographic tools and techniques.  This also enables us to advise on the development of techno-commercial strategies, including  the relationships between technology developments, products and services and markets and commercial drivers.

We also use detailed data-driven insights to improve the targeting of new products and services for both b2c and b2b markets.

27 Feb 2015