New Research-Based Tool For Validating Growth Opportunities

    CAMBRIDGE, MA, July 14, 2009 /24-7PressRelease/ -- The Market Opportunity Analysis framework provides an approach for systematically measuring the range of factors that influence market opportunity for a new product or service offering. "We've found that companies often give too much weight to how customers, especially their biggest customers, react to a new product or service offering. Just because customers, or even prospects, show interest in a new product idea doesn't necessarily mean it is a real opportunity. Our framework provides a systematic approach for measuring the range of factors that determine whether a new offering will be a successful," said Jeana McNeil, Vice President.

Developed over nearly a decade of working with technology providers, the Market Opportunity Analysis (MOA) framework focuses on four dimensions: Market pain and priority, brand positioning, buying behavior, and intent to buy. By using a systematic framework to assess each dimension, companies can more accurately forecast the opportunity for a new offering.

Isurus' Market Opportunity Assessment guide is available online at www.isurusmrc.com/marketopportunity

About Isurus Market Research & Consulting
Isurus Market Research specializes in custom, primary market research on behalf of clients in business-to-business markets. The firm's roots are in research for enterprise technology firms; however, it does significant work in the areas of education, healthcare, and business services. Isurus regularly conducts qualitative and quantitative research in North America, Europe, and Asia.

Click here to read the Market Opportunity Guide

http://www.isurusmrc.com/marketopportunity

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