Some of the key questions that guide market sector analysis are: • What value would a new product bring to a prospective buyer? • What price would they consider reasonable? • What reasons might they have for not buying? • What elements of the established ‘design language’ for this market influence the consumer’s choice? Commonly used market sector analysis techniques include: • Being your own customer. By imagining yourself as your own customer, you can experience a product or brand from the consumer’s point of view. • Mystery shoppers
