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Chances are, you receive supply-side information on your products and those of your competitors, such as units shipped, units sold and market share. That’s important. But with new market developments and rapidly changing customer perceptions—supply-side data is insufficient. Supply-side data is measured at the end of the buying process, often when it's too late to respond.
Perhaps most important, Techtel’s research suggests what specific marketing actions you can take for increasing market demand. For example, Techtel has found that positive opinion is the ultimate driver of demand in a competitive situation. Branding, Marcomm, Product Development, all should have the objective of creating market demand—and demand is only effectively created when positive opinion exists.
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