RESEARCH GOAL: evaluating the chance of a product's success on the market

This research concentrates on the following:

1. Defining the degree to which a product satisfies needs. This research is conducted by constructing a scale of needs satisfaction and identifying the opportunities for satisfying needs on the market in general.

2. Positioning the product on the market by:

• market segmentation of products by strategic traits,
• identification of the weaknesses and strengths under various product positioning,
• product positioning on the consumers' mental map.