HOW TO: Conduct a market assessment study

We share a number of practical tips for conducting a successful market assessment study

Marketers face ever greater pressure to retain and grow sales from existing customers, while trying to maximise opportunities from new ones. Your organisation may have a good understanding of market share, and sales figures may provide a measure of success, but are there aspects of your existing customers' behaviour that you need to understand in more detail? Do you know how potential customers view your brand or product?