market structure

competitors and comparators

It is essential to understand the competition for your product or service from the point of view of key decision makers. This may not be a direct or obvious competitor: for payors, clinicians and patients, alternatives will include all accepted ways of providing care, including surgery, pharmaceuticals, devices, alternative therapies, biofeedback, and ‘do nothing’.

For most new products and services, establishing which of these approaches is considered by key decision makers to be the “gold standard” against which your offering will be judged is crucial to decisions about positioning. Different market segments may use different “gold standards”, which may make your offering more attractive in some segments than others.

Translucency carries out objective assessments of new products or services highlighting their strengths and weaknesses compared with relevant “gold standards” to help you to assess which segments are of interest and to formulate positioning appropriate to each.

Decisions about new products and services can often benefit from an understanding of how others have performed in the market. Translucency advises on what products have been successful and why.

It is also necessary to anticipate possible changes to the market, particularly disruptive technologies. Translucency advises on products or services that are poised to enter a particular market and change the status quo.