Abstract
PurposeBy clearly mapping the pathway for managing the early stages of any marketplace analysis project, its definition, scope, framing, focus, perspective, context, imagination and data choices – the odds of generating important strategic insight can be greatly increased for executives as well as analysis teams.Design/methodology/approachA marketing analysis team should pay specific attention to how it organizes the analysis context’a process called “Structuring”.FindingsA working definition of insight: new marketplace understanding that makes a difference to the organization’s thinking, decision making and action.Practical/implications10; Nothing constricts the insight structuring process as much as lack of imagination!Originality/valueThe choice of analysis scope, framing, focus, perspective or methods is a critical part of the marketplace analysis structuring process that increases the possibility of distinctly different strategic inferences emerging. The article is a much needed guide to mastering strategic insight for executives and marketplace analysts.
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