A diagnostic provider was interested in adding a new product to its sales channel but was unsure of the market dynamics.
MO looked at the current landscape through a series of interviews with key decision makers to understand their past, current and future requirements. The research showed that while these potential customers viewed the new offering positively and were in a position to purchase if it came on the market the overall market was in decline and the share of this market that the company could attain would not deliver the volume of sales to compensate for the move into this new area.
The decision not to proceed was primarily due to our forecast of future market size. The market was broadly visible to our customer and evidence of decline was mixed. Our insight was interpreting the views of the future provided by customers and competitors to derive an evidence based market projection. 18 months on the market had fallen in line with our forecast.