| Topic |
Typical Questions |
Case Studies |
| Newness |
 |
How do we come up with new product /
service ideas? |
|
What ideas would bring most value
to our market? |
|
Where should we look for newness? |
|
How do we expedite the product development
cycle? |
|
How do we take a rough idea and make it a
reality? |
|
    |
| Growth |
|
How can we
experience significant growth in the future? |
|
...with existing and new
products / services? |
|
...with existing and new
distribution channels? |
|
...with new approaches to
positioning and pricing? |
|
...with mergers and
acquisitions? |
|
    |
| Design |
|
What should our product
look like? |
|
How should the service
operate? |
|
Should we have more
options? less options? |
|
     |
| Customers |
|
How do our current customer
feel about our company and its products / services? |
|
What improvements do they
suggest that would make their experience with us even
better? |
|
What should we do to get
new customers? |
|
How about lost customers -
why did they leave us, and what would it take to regain
their business? |
|
     |
| Segmentation |
|
Who are key target markets
for our products & services, based on behaviors,
attitudes & demographics? |
|
How do we position our
products/services to each major segment? |
|
|
| Brand Strategy |
|
What do our customers
believe about our brands? What do non-customers think? |
|
What should our brand
strategy be? |
|
  |
| Maturing Market |
|
How can we re-invigorate a
mature product / service? |
|
 |
| Planning |
|
How do we put together a
business / marketing plan that will be useful vs. one
that will gather dust on a shelf? |
|
How do we develop a
planning process that is inclusive, engaging, efficient
and meaningful? |
|
  |
| Prioritization |
|
How do we
prioritize business opportunities? |
|
Where should we
place major investments? |
|
|
| Teambuilding |
|
How do I get my project
team to "gel" - to work together more
cooperatively and effectively? |
|
|
| Visibility |
|
How do we keep our name in
front of customers in a meaningful way? |
|
 |
| Distribution |
|
What do our sales force /
distributors think about current and potential products
/ services? |
|
How can we forge better
relationships with them? |
|
 |
| Competition |
|
How can we find out more
about our competitors? |
|
How can we position
ourselves more distinctly vs. the competition? |
|
|
