Category analysis involves the collection and evaluation of facts, practices and trends in a specific product or service category. The objectives and budget often determine the process and output or deliverables.
Category analysis can also include competitive intelligence, partner due diligence, and end-user or consumer research.
Online surveys have become standard operating procedure for new product concept screening. Online surveys provide a number of benefits for concept screening:
- Fast and consistent application
- Multiple concepts can be compared
- Highly targeted reach
- Relatively low cost