Market Immersions

Understand customers and uncover opportunities for growth.

  • Customer understanding

    Examine how customers choose, buy and use products or services, including where existing offers fail to meet their needs.

  • Non-customers and new demand

    Investigate why people use alternatives or remain outside the market, and what might make an offer relevant to them.

  • Market entry and expansion

    Explore customer behaviour, competition and operating conditions to assess the requirements of entering or expanding in a market.

  • Routes to market

    Engage with distributors, service providers and potential partners to examine customer access and the economics of delivery.

  • Business model innovation

    Study different approaches to pricing, distribution and service delivery, assessing which could inform your own growth strategy.

  • Opportunity development

    Develop propositions and commercial tests from the evidence, with owners and decision points for further work.

Intended outcomes

  1. 01

    A fuller view of demand

    Evidence about customers, non-customers and the barriers affecting adoption.

  2. 02

    Better informed market choices

    Findings on customer access, competition and operating conditions relevant to entry or expansion.

  3. 03

    Growth options to evaluate

    Potential propositions and business-model changes, with their commercial implications and unanswered questions identified.

  4. 04

    Actions leadership can take forward

    Agreed next steps, owners and decision points for assessing the opportunities.

Engagement approach.

  1. Preparation and programme design

    We define the strategic question and assumptions to investigate. Markets, participants and businesses are selected for the evidence they can contribute to the decision.

  2. Fieldwork and observation

    Leaders engage directly with customers, non-customers and other market participants. Visits and discussions examine behaviour, operating conditions and different approaches to serving demand.

  3. Synthesis and opportunity development

    The team reviews what it observed, separates evidence from interpretation and examines the implications for its strategic choices. Opportunities are considered alongside alternative explanations and remaining questions.

  4. Commercial tests and ownership

    We conclude with findings and proposed next steps. Further research, commercial analysis or small-scale tests are assigned owners and decision points.