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1. Before making decisions about the future, discover how the market now views your organization and/or products and services:
- Product/service quality
- Product/service availability
- Ease of use
- Cost/value
- Performance/outcomes
- Perceptions versus competitive products/services and companies.
2. Test product enhancements before making commitments:
- New delivery systems
- New sizes/dosages
- New uses/indications
- New packaging
- New pricing
- New merchandising approaches
3. Before investing in a new product, learn the reactions of potential customers:
- Are the features perceived as unique?
- Are the proposed benefits meaningful?
- Is the pricing realistic?
- How exclusive is the product versus its competitors?
- Who do customers view as your likely competitors ... and why?
4. What's the opinion of each of your key market segments?
5. What's the perception of your company overall:
- Leadership
- Stability
- Knowledge and attitude of your sales force
- State-of-the-art products
- Service
- Support programs
- Cost versus value
- Ability to react to special situations (recalls, etc.)
- Competitive comparisons
  
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