Opportunity discovery is about finding growth opportunities in products, positioning, pricing, distribution and messaging. This process is more than conducting marketing studies. The 360 Opportunity Discovery Process presented here is anchored by a broad definition marketing intelligence: Data, Ideas, & Drivers. To subscribe to Discovery! periodic newsletter ... https://lnkd.in/gCx_Qje The "360 Opportunity Discovery Process" explained and diagrammed. Starts with "8 Key Questions" to distill and focus efforts on highest payoff decisions. #decision-making #marketing #research #datascience #insights #drivers #marketresearch #marketingb2b #sales #CMO #CXO #B2B #marketingnewsletter https://lnkd.in/gCx_Qje

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Discover!Discover opportunities to grow sales and
market share.

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““
The discovery of opportunities and clarifying
decisions about those opportunities is a deep well of
competitive advantage.

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OPPORTUNITY DISCOVERY COMPONENTS
Opportunity discovery research and decision-making go hand-in-hand. High value
insights manifest when we use a a realistic and broad view of marketing
intelligence, a comprehensive 360 research design, and decisions are clarified and
prioritized as we move forward.
DECISION MAPPING
Discovery
starts here.
“8 Key Questions”
begin the decision
journey.
Collaborating with your
team, we quickly distill,
clarify, & prioritize
relevant issues.
8 KEY
QUESTIONS
360
OPPORTUNITY DISCOVERY
RESEARCH
MARKETING INTELLIGENCE
PLATFORM

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USABLE RESEARCH STARTS WITH DECISION MAPPING
Decision Mapping is an efficient fast start in clarifying decisions. This saves time
and enables marketing research precision.
Intelligence Gaps show the
“must have” information yet needed.
Decision filters are the
criteria decision makers
determine to rate each
potential option.
The Decision Pathway
details the steps for each
decision.
Work often begins by
addressing our
“8 Key Questions”.
The Decision Agenda ranks each decision according
to current management priorities.

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360 OPPORTUNITY DISCOVERY RESEARCH PROCESS
Our 360 Opportunity Discovery
process begins with a robust
round of 1-on-1 depth interviews
and information gathering.
In our 360 OD Process we
capture and evaluate data &
relevant opinions from far
ranging sources.
Opportunity discovery requires a robust targeting of relevant groups from which to
harvest Data, Ideas, and Drivers.
 Peer2Peer Interviews
 Other data collection tools
 Secondary info analysis
 Distillation + Analysis
 Decision Impact

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MARKETING INTELLIGENCE PLATFORM
DRIVERS
Clarify management drivers
which are the goals, opinions,
viewpoints, and motivations of
company leadership.
DATA
Gathering and interpreting
marketing research and other
data: attitudes, needs and
requirements, brand
perceptions, purchase
intentions, & behavior.
IDEAS
Generate innovative ideas and
fresh concepts for products,
channels, brand positioning and
messaging.
The Opportunity Discovery Process discussed here is anchored by our
Marketing Intelligence Platform: Data, Ideas, and Drivers. The Platform is a
realistic and broad view of decision making information.

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DECISION FOCUS: 8 KEY QUESTIONS
By working with these questions, clients save
time and money, achieve decision clarity, and
thereby pursue “need-to-know” intelligence.
The first three questions probe
management’s top-of-mind current
opinions about priority decisions,
and possible decision options or
choices.

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DECISION FOCUS: 8 KEY QUESTIONS
“… the 8 Key Questions jump start the process
and ensured that any needed research will be
usefull ...”
Key Questions 4, 5, & 6 focus on
the information, data, and
intelligence that you already own,
what’s needed, and what’s missing.
All this, of course, is based on your
current knowledge and
understanding. We apply the
wisdom of “We don’t know what we
don’t know.”

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DECISION FOCUS: 8 KEY QUESTIONS
“… brainstorming using the questions seemed to
give us razor like focus.”
Key Questions 7 & 8 review the decisions and options; and then,
force the question about what you’d do right now if you had no new
information. This forces current thinking and provides focus.

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PRIORITY RESEARCH METHODS
Our B2B Opportunity Discovery engagement has as its core a set of Kinetic Depth
Interviews which may be followed other research components as needed.
1. Kinetic 1-to-1 Depth Interviews
2. Online Forums
3. Competitive Intelligence (CI)
4. Quantitative Surveys

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Kinetic Depth
Interviews
In-depth 1-to-1
conversational interviews
with customers,
prospects, team
members, channel
players or competitors.
These are dynamic one-on-one interviews – phone or in-person –
with targeted B2B research respondents. With planning, deep
preparation, and relentless effort, we go beyond traditional depth
interviews. We use topic outlines, not questionnaires, thus,
each conversational interview may vary according to the threads
respondents present and relevant prior discoveries.
1. KINETIC DEPTH INTERVIEWS
Kinetic Depth Interviews are one-on-one conversational exchanges with customers,
prospects, suppliers, competitors, and client teams.

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Online Forums
An actively moderated
3-day, 24/7 bulletin board
style research experience.
B2B Online Forums produce rich responses because they are
conveniently open 24/7 for busy B2B decision makers; and, all
respondents may “talk at once.” . We start with a topic guide and
questions which may be changed midcourse if needed.
Some call Forums “focus groups on steroids” because of the high
volume of data, views, stories and ideas produced.
2. ONLINE FORUMS
Some call B2B Online Forums “focus groups on steroids” because of the high
volume of detailed data, views, stories, and ideas produced.

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Competitive
Intelligence (CI)
CI involves a range of
primary and secondary
information gathering
activities.
Competitive Intelligence (CI) acquires data, trends, viewpoints, and
assessments – from published and unpublished sources – that
deliver insights that enhance our understanding of your
opportunities.
A CI component of our work may include, but not be limited to,
acquisition and analysis of competitor…
3. COMPETITIVE INTELLIGENCE
Competitive Intelligence often is the ‘connective tissue’ that ties together real-time
and real-world goings-on in your competitive landscape.
Sales materials
Documents
Executive statements
Annual reports, 10Ks, 10Qs
News, releases, articles
Customer complaints
Outside market research
Website scraping & web history
Promotions & ad campaigns
Customer satisfaction reports
Lost account data & trends
Negative word-of-mouth activity
Trade group data

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4. QUANTITATIVE SURVEYS
In certain situations, it may be productive to extend our 360 Opportunity Discovery
process by deploying a larger scale quantitative survey.
We are able to quantitatively measure "drivers"
for brand and product preference. Quantitative
studies strive to give statistical precision in order
to refine estimates of buyer attitudes, purchase
intentions, and buying behaviors.
Using a range of sampling strategies,
quantitative market research studies may be able
to project results to the entire marketplace.
We choose, when appropriate, from these
quantitative market survey methods.
online surveys,
text and remote device
in-person interviews,
mail surveys, and
phone surveys
We recommend the data collection technique -
according to the study objectives, respondent
characteristics, time requirements, and quality
control issues.

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SUMMARY
BROAD CAPABILITIES…
Power Decisions offers comprehensive B2B
marketing consulting and research capabilities.
We can help you know more about your
opportunities and how prospects and
customers think about your brand.
TALENT & EXPERIENCE …
Power Decisions has conducted scores of
marketing research and strategy studies.
Principals have 25+ years experience.
DESIGN & EXECUTION…
We're specialists at research. We employ best of
breed design and resources to ensure
relevance, quality and data validity.
YOUR JUDGMENT COUNTS …
With you, we together think creatively about your
possible opportunities, decisions and
competitive actions.
The result?
 Uncovering solid opportunities.
 Better decisions.

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CLIENTS WE’VE SERVED

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Call or email Thomas Brown, Senior Consultant 415-
328-7927 Tom@powerdecisions.com