Foreseeing growth - characterizing potential customers who “look like” current customers
Boaz Mourad, Stacey Matthias and Danielle SarverInsight Research Group, United States
FORESEEING GROWTH: CHARACTERIZING POTENTIAL CUSTOMERS WHO “LOOK LIKE” CURRENT CUSTOMERS
When regional retailers consider significantly expanding their market presence, they are often in the unenviable position of making investment decisions without sufficient information. In assessing potential growth opportunities in new markets, these retailers must consider a number of questions: How large can we grow? Are there potential customers in other areas who will purchase our product? Do we need to change to...