The pathway to marketplace insight: structuring the analysis context

Purpose By clearly mapping the pathway for managing the early stages of any marketplace analysis project, its definition, scope, framing, focus, perspective, context, imagination and data choices – the odds of generating important strategic insight can be greatly increased for executives as well as analysis teams. Design/methodology/approach A marketing analysis team should pay specific attention to how it organizes the analysis context’a process called “Structuring”. Findings A working definition of insight: new marketplace understanding that makes a difference to the organization’s thinking, decision making and action. Practical/implications 10; Nothing constricts the insight structuring process as much as lack of imagination! Originality/value The choice of analysis scope, framing, focus, perspective or methods is a critical part of the marketplace analysis structuring process that increases the possibility of distinctly different strategic inferences emerging. The article is a much needed guide to mastering strategic insight for executives and marketplace analysts.