How do consumers structure the market in their minds? What do consumers differentiate among products? Do you know the size of a new product opportunity? Through Configure,™ Radius Global Market Research lays the groundwork for identifying opportunities, guiding the development of new products and optimally positioning existing or new products.

What makes Configure™ different?
Configure™ is distinctive in that we learn how consumers structure your market, the size of each area of opportunity in your market, and the basis by which consumers differentiate one area from the next.

The major challenge in this type of work tends to be defining the competitive framework—is it brand driven, method-driven, item-driven or other? We determine this through an effective, intuitive, and powerful sorting task conducted by respondents:

• Descriptive statements are overlaid by respondents to help understand the organization principles of your market's structure.
• The size of the category components, based on current usage and future intent, provides an understanding of their individual relevance to your market.
• An assessment of the structure identifies areas of opportunity. Key drivers of usage coupled with an understanding of your brand's perceived strengths and weaknesses guide the development of positioning strategies for each opportunity area.

When to use it?
Configure™ is designed specifically to handle large and complex issues — new markets, fast-growing markets, and changing markets — where it is important to gain a clear sharp focus on what may appear to be an incomprehensible jumble of products or services.

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