- Who your target group is and what their wants, needs, and pain points are.
- How your different target groups compare and contrast, and what that means for your positioning and products.
- What motivates your target group(s) to buy, and how they find products.
- How you stack up to the competition, where you are losing market share, and which competitors you are gaining from.
- How satisfied your shoppers and consumers are and where opportunities lie to drive loyalty/lifetime value.
- Which evolving trends will change market structures.