#2 Put your growth lenses on

To make uncovering growth opportunities the foundation of your strategy, you need data-led evidence that patterns the market to unlock different — and new — drivers of demand. Mapping the market through this lens of quantified demand entails breaking down the consumer landscape into meaningful parts, achieved through a deep understanding of the intersection between consumers’ mindsets and category behavior in context. This process structures consumers’ worlds to reveal the pathways of demand.

Embrace consumer complexity by segmenting and structuring their world with an intersection of consumers’ mindset (WHO) and their behavior in context (HOW).

Rachel Thompson, a GfK Strategic Consultant for more than 20 years, explains that based on her experience, “Brands that grow embrace consumers’ complexity. They do this by first understanding consumers’ overall category mindset, then layering this with an understanding of the dynamic interactions consumers have with the category. In this way, they gain valuable insight into the different pathways of opportunity available to their brand.”