GAP ANALYSIS
‘The focus of gap analysis should be getting to the other side. If you bend over to analyse a gap too long, you’ll fall into it’ — Ryan Lily
Gap analysis can be many things to many people. We sum up the goal of gap analysis in simple terms. Giving our brand partners competitive advantage, by focusing on the marketing areas that drive distinction and commercial results.
How do we see gap analysis?
We believe there are two components to successful gap analysis: Finding market distinction through marketing strategy and closing the gap on where you are today and your business vision.
Thus we feel it imperative that you need to be getting the foundations right, before amplifying innovation and creativity. However, gap analysis should not be something you do once. Gap analysis is something that needs to become ingrained within your business, conducted at speed and iterated upon consistently.
Why gap analysis?
Have you grown tired of running the same old campaigns year after year? Do you feel you are being left behind? Are you struggling to say something new?
Our gap analysis process answers these questions, providing the foundations to get closer to your business vision and provide brand distinction.
Our gap analysis process
Whether following on from our Digital Persona and CX processes, or a stand alone project, our gap analysis comprises three parts (that can be run as a trinity or independently).
Researching the cultural trends relevant to the brand. What are the breakout themes? Where is the market heading? How can the brand leverage trending opportunities?
Researching the cultural trends relevant to the brand. What are the breakout themes? Where is the market heading? How can the brand leverage trending opportunities?
An analysis of how your competitors perform, whether commercially or digitally. What is best practice? What can we learn from them? Where are the opportunities for competitive advantage?
An analysis of how your competitors perform, whether commercially or digitally. What is best practice? What can we learn from them? Where are the opportunities for competitive advantage?
A category specific search and behaviour review. How are customers searching? What are they talking about? Is there an opportunity to be distinct?
A category specific search and behaviour review. How are customers searching? What are they talking about? Is there an opportunity to be distinct?
Sound good? Let's get to work!
Our gap analysis delivers tangible results to support your business goals
VIEW CASE STUDY
VIEW CASE STUDY
VIEW CASE STUDY
