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When to use:

To evaluate the market potential for a product/service by doing a comprehensive evaluation of the marketplace (e.g., existing competitors, price point, barriers to entry, potential white space, customer demand, customer segmentation).

This type of research is best used prior to launch or during concept development – before a significant investment is made for product development.  However, it can also be used to evaluate current  marketplace offerings to determine potential opportunity. 

Simplex uses several different approaches to generate customer reactions as well as develop realistic market share and volume predictions. Different volume levels at different pricing levels can also be predicted.



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