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1. Conduct product tests/trials and measure recommendations, purchases or uses, in multiple market segments.
2. Profile your proven customers -- those who've decided that you're marketing a worthwhile product:
- Demographics: professions, ages, incomes, etc.
- Psychographics: social attitudes, opinion leadership, adoption of new products, etc.
- Buying power: the power to buy, prescribing or recommend
- Perceived advantages of your product
3. Determine the level at which your company, products or services are on the minds of customers and prospects:
- What portion of the market is aware of your product/service as an alternative?
- How often is your product/service the first to come to mind?
- Among those who recognize your product/service -- what attributes do they associate with it?
4. Spot trends while you can still do something about them:
- Product trials/usage -- climbing, flattening or falling?
- Why is the market trending in a specific direction?
- What's likely to happen in the future?
- How are customers reacting to today's trends ... and why?
5. Detect the inroads being made by competitors:
- Competitive products, technologies, marketing approaches -- how are customers and prospects responding?
- Where, and with whom, are competitors making gains?
- Why are competitive attempts succeeding or failing ... and what's the impact on your product?
  
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