Synovate Market Barriers
For every person not using a brand as much as they want to, there is another brand that gains through default use. Such people are using a brand they don't want to, because they are prevented by barriers from choosing their first choice brand.
With Market Barriers, you can:
- Quantify the extent to which a brand could gain extra market share if it could identify the specific barriers preventing brand use among some consumers
- Identify and quantify the negative market share impact of specific barriers, e.g. poor distribution, poor product mix, affordability, etc.
- Calculate the return on investment that would result if barriers could be removed
- Identify from which competitor brands new business would be won by the removal of barriers
- Profile consumers for targeting, whose likelihood of buying the brand is being depressed by barriers
A secondary benefit of Market Barriers is that it allows each brand to quantify how many hostages it has, how much business is at stake and which competitor brands present the most threat.