Landscape Assessment

• What are the consumer, market & industry trends, current competitive environment, market size and growth, etc. that make up a given category/industry landscape? 
• What impact will those factors have on my new or current business?

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Whitespace Opportunities

• What is the current market structure, based on competition, consumer needs, benefit spaces, etc.?
• Where are the untapped opportunities for new customers/new growth?

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Trends Identification & Application 

• What are the salient trends for a consumer group, country, product category, etc. that will inspire innovation? 
  
• How can I apply both macro (demographic, socio-cultural) and micro (category/ product specific) trends to my business?

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Idea Generation, Optimization & Prioritization

• What new ideas can help my brand/ business grow? 
• Where can I find these new ideas/ how can I develop them? 
• How can I improve them & make them stronger? 
• How can I choose/ prioritize them?