Whether you’re expanding into a new market or launching a new offer, success depends on knowing where you fit – and where the opportunities are.
What market scoping involves
Our approach focuses on the two groups that will have the biggest impact on your success: your potential customers, and your competitors. We bring these together to give you a clear, joined-up view of the market.
1. Understanding your customers
We start by identifying the key customer groups within your market and building a detailed understanding of their needs, behaviours and decision-making. This includes:
- What they’re looking for, and why
- How well their needs are currently being met
- What influences their choices
- Where unmet or underserved needs exist
2. Mapping the competitive landscape
Alongside this, we build a comprehensive view of the competitive environment. We map both direct and indirect competitors, giving you clarity on:
- Who you’re really competing with
- How they are positioned
- What they offer and how they differentiate
- Where gaps and opportunities exist
This helps you identify where the real opportunities lie – not just who to target, but how to position your offer. With clear answers to these questions, you can identify where to compete, how to differentiate, and where the strongest opportunities lie.
Our market scoping work helps you answer questions like:
Find your natural audience
Which customer groups will be most receptive to our offer?
Uncover unmet demand
What customer needs aren’t currently being met?
Spot the white space
Where are the gaps in the market?
Know the competition
Who are our biggest competitors, and why?
Win them over
What might make a customer switch from a competitor to us?
Sharpen your edge
How should we position our offer to stand out?
Enter new markets with clarity and confidence
Speak to our team about how market scoping can help you understand your audience, map the competitive landscape and shape a strategy designed to win market share from day one.
Tell us about your business
Quayside Clothing: Scoping the market
Simon Turner, Marketing Manager at Quayside Clothing
Read the case studyMarket scoping insights
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