EVALUATE is used to situationally structure your market to uncover white space and portfolio direction for new and existing brands. When you are looking for segmentation or market structure, EVALUATE is the right service.

EVALUATE has two phases, a behavioral monitoring with situational analysis followed by a survey component to size opportunities based on the situation incidence and sales of the real competition at each situation.

We also can situationally structure your market, uncover the most likely consumer target, and assist with success criteria for product and service development.

The sample size in EVALUATE is much larger than our other services, typically 150-200 households filming and writing about their own behavior. The community size and the resulting thousands of observations allow for data calibration between the behavioral monitoring sample and the survey sample to calculate a more accurate frequency of use among the real competitive set for each situation. This analysis allows us to not only better pinpoint the size of your new product or service, but also to provide values for behavioral segments or conduct a full-scale market structure to uncover and direct new opportunities for your existing portfolio.

The results of the situational analysis are translated into a survey format and presented to a nationally representative sample. We then drill-down into the products and services used for the most relevant situations in order to understand development requirements for success. The survey data is calibrated to the behavioral monitoring to ensure that unconscious and aspirational behavior is appropriately represented in our findings.

All the benefits of growthFINDER DEVELOP, plus:

The most reliable data

Accurately sizing your market by triangulating actual behavior from videos, diaries and surveys provides the most complete view of consumer markets.

Stronger knowledge concerning the frequency of product and service use among your actual competitive set

This information allows you to develop product success criteria that improves the accuracy of frequency calculations and revealing your competitive set, thereby increasing your market potential and ability to target volume from other categories.

Risk reduction

Understanding the likelihood to adopt based on the realities of how people manage their lives allows for a clear risk analysis of new ideas.