Shoppers and retailers make buying decisions based on category-level perspectives that, when ignored, make companies appear ignorant and self-interested.

With outside eyes, we capture a current and complete multi-dimensional picture of category dynamics, habits, and attitudes to enable long-term strategic planning, distribution, and retail partnerships.

We study the category without favoritism and through the eyes of high potential prospects, who are probably already using a competitor's product and are content enough that the effort to switch isn't terribly appealing. We do not just compile a generic or aggregated list of static metrics with no understanding of the motivations or intents behind them.
Our state of the category analysis provides an honest assessment of where the client currently fits, where they have a true right to win, and what it will take to actually win.