Radius Global Market Research's Configure™ Helps Marketers Identify New Product Opportunities

Proprietary research methodology tunes into consumers and how they perceive marketplace structure.

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Jan 10, 2012, 09:00 ET

NEW YORK, Jan. 10, 2012 /PRNewswire/ -- Turbulent global market conditions make new product introductions riskier business in most every category. It's often difficult for marketers to sort out opportunities from what may appear to be a complex jumble of products and services. For that reason, Radius Global Market Research offers Configure™, a process that helps marketers identify real opportunities by tapping into consumers' own perceptions of how a market is structured.

Through Radius' Configure™, marketers lay the groundwork for identifying and evaluating opportunities by learning how consumers think about the make up of any given category, the size of each area of opportunity, and how one area is differentiated from the next.

"A major challenge in introducing new products is defining the competitive framework," says Chip Lister, Managing Director of Radius. "With Configure™ we are able to determine exactly how consumers size up the market environment and where there are true opportunities for new products to get meaningful traction."

Configure™ shows marketers what, if any, existing products have a stronghold on characteristics highly associated with an opportunity area. It also highlights potential weaknesses that can be addressed by developing and positioning products to better deliver on critical requirements.

"Radius has used Configure™ as part of custom solutions designed to assist companies in focusing their sights on new opportunities, identifying strategic pathways, and targeting new customers," adds Lister. "While each situation is unique, we know from our experience that Configure™ can provide a fresh perspective and lead to sharp and actionable recommendations for what a new entry should deliver, how to communicate its benefits, and to whom it should be targeted."

About Radius Global Market Research
Radius Global Market Research is one of the largest independent market research companies in the U.S. The company's proprietary tools provide unique insights, effective processes and unmatched experience resulting in proven return on investment for leading global marketers in categories including: consumer products, financial services, pharmaceutical, communications, and traditional/new media. The firm is No. 33 on the Honomichl listing of the top 50 U.S. market research organizations. Headquartered in New York, Radius employs more than 100 people in key markets throughout the U.S. and Europe. More information can be found at www.radius-global.com.

SOURCE Radius Global Market Research