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market segmentation research

Market Segmentation Research For an Automotive Fuel Additives Manufacturer

Market Segmentation Research: Identifying Target Markets for Improving MROI

Market segmentation research is a market research technique that focuses on analyzing different market segments and customer groups. The end objective of conducting this research is not just to help brands sell their products and services but to improve their R&D efforts and maximize MROI. Market segmentation research also enables businesses to prioritize market segments and develop different strategies for targeting customers within each market segment.

It can be broadly classified into four methodologies:

  • Quantitative survey-based research
  • Qualitative research
  • Research carried out on secondary market information
  • Research carried out on existing databases

Market segmentation research helps define profitable market segments and helps generate hypotheses about strategies to target these segments.

Market segmentation research is usually conducted as an early step in business strategy development to help identify profitable target markets based on an analysis of multiple factors like demography, geographic patterns, shopper behavior, and lifestyle. Additionally, this research methodology helps analyze the brand image and offers a holistic view of factors impacting brand affinity.


To learn how market segmentation research can impact brand growth, talk to our experts directly or request more information, and we’ll get in touch.

About the Client

Based in Sweden’s manufacturing powerhouse, the automotive fuel additives manufacturer is well-known for manufacturing a wide range of high-quality products for the automotive industry. The client has a growing distributor and supplier base that is spread globally.

The fuel additives manufacturer was considering relabeling a trademark product from one of its top-selling fuel additives categories. This decision was taken after a distributor refused to sell a derivative product because they felt the product did not fit well with their existing product categories and customers’ needs.

A must-read success story for strategists looking to understand the importance of market segmentation research in the automotive industry. Request a free proposal to get started.

Business Challenge

Since their target markets were fast-growing, the client didn’t want to risk missing significant revenue-driving opportunities. With several new market entrants establishing a solid market presence, each day of delay directly translated into a missed sales opportunity for the client. As such, the client needed to make a quick move and a crucial decision around reformulating and relabeling its product or develop a new product to meet the specific needs of its target markets.

Amid the ongoing automotive market turmoil, the client needed to choose a solution that could result in the largest net sales increase while also enhancing brand reach. What’s even more crucial is that the client had to ensure the adopted approach does not negatively impact the brand.  Since the client did not want to make a move that would alienate its existing customers, they approached Infiniti Research looking to leverage our market segmentation research and target market analysis expertise.

The client wanted to conduct market segmentation research to improve their competitiveness and profitability in two fundamental ways, as described below.

  • By focusing product development, marketing, and service resources on high potential target markets
  • By developing products and marketing messages that address the specific needs of customers

Effective market segmentation requires an in-depth understanding of target markets and expertise to identify the right segments.

Research Objectives

The main objective of this study was to analyze market segments and the underlying needs of consumers using market segmentation research. Besides, the client wanted to gauge consumer demand and purchase consideration for the new product alternatives.

The primary objectives of market segmentation research include:

  • Analysis of feasible combinations of interest in product features and combinations of service needs
  • Identify and assess the needs of target markets and develop strategies to target customers
  • Study the applications of the product concepts by all likely buyers and the volume of additives used in the formulation
  • Determine the demand for the new product formulation
  • Understand brand affinity and factors impacting purchase intent of its customer base

The automotive landscape is complex, with several new players looking to establish themselves through market expansion. Hence, businesses must sustain a competitive edge by targeting market segments with high-profit potential. Request a free brochure to learn how market segmentation research can help you achieve this.

Solution Offered

An in-depth market segmentation research was conducted to help the client analyze the automotive market scenario. A needs-based assessment that was carried out in phase two of this market segmentation research engagement enabled the client to understand customer needs and behavior based on various factors like shopping patterns, demographics, and geographic impact.

Moreover, the detailed market segmentation research insights helped reveal the underlying divisions in the market and characteristics of the target market segments that aided the creation of effective and profitable marketing strategies.

Business Outcome

Based on the market segmentation research findings, it was clear that the demand for the product was high across segments. The insights also helped divide the market into segments based on the likelihood of purchase and brand loyalty.

The benefits achieved by our client include:

  • Identification of market segments with high affinity for their products
  • Prioritization of market segments based on profit potential
  • Development of custom marketing messages

Hence, it is evident that market segmentation research helped the client build a robust insights-backed foundation for decision-making. It also helped analyze market characteristics and devise strategies to approach the market in ways that will be particularly effective in driving MROI.

kol mapping

KOL Mapping Facilitates Cross-franchise Opinion Leader Identification for a Primary Healthcare Services Provider

What is KOL mapping and how does it benefit healthcare firms?

KOL identification and mapping serve as an effective means of marketing healthcare services and products. Also know as key opinion leaders, KOLs are mostly healthcare service providers who are considered experts in their fields and influence how their peers carry out their medical procedures.

If you are someone who operates in the healthcare and pharma industry, you’ve probably heard the term ‘KOL mapping’. It is a methodology that many other sectors could benefit from if leveraged appropriately. KOL mapping can help businesses create a business strategy that focuses on specific therapy areas or demographics rather than adopting a holistic view. 

Conducting in-depth KOL research can help you enhance business success by identifying the right opinion leaders. Contact our experts to know more.

Why collaborate with Infiniti Research?

Infiniti Research offers tailored KOL research services for the pharma and healthcare industry. The focus of these solutions revolves around specific healthcare and advocacy groups that cover commercial, scientific, and regulatory aspects.

Our KOL research solutions include:

  • KOL identification and mapping
  • KOL profiling
  • KOL mapping
  • Insights generation
  • Strategic support
  • Advanced KOL management

Our multidisciplinary research teams can help you identify and map key opinion leaders from across geographies and healthcare specialties and effectively engage them to build a strong brand relationship, giving your brand the push it needs to gain an edge in today’s competitive business environment.

About the Client

The client is a leading provider of primary healthcare services based out of London. With several offices spread globally, the company has a growing list of clients from around the world. The client is also known for their contributions in different therapeutic areas, health maintenance, diagnosis and treatment of acute illnesses, including COVID-19.

Our KOL research team can help you discover new KOLs in your target area with custom solutions that focus on KOL mapping and profiling. Request a free proposal to get started.

Business Challenge

Our client, a healthcare services company, wanted to establish a reliable approach to KOL mapping across all therapeutic areas covering different commercial, clinical, and sales aspects. By leveraging Infiniti’s KOL mapping and identification expertise, the client wanted to identify and profile regional and global KOLs within each therapeutic area.

The client also faced challenges in:

  • Developing a database base for easy querying of KOL data
  • Creating and mapping KOLs
  • Conducting primary market research and developing KOL profiles

KOL research isn’t just for the healthcare industry. It applies to many other sectors including, retail, automotive, and luxury goods. However, identifying the right person to collaborate with can be tricky and if not performed correctly, your KOL mapping strategy could negatively impact brand growth. Request a free brochure to find out how we can help you overcome this challenge.

Our Approach to KOL Mapping

Identifying key opinion leaders can be an uphill task and is not simple as finding someone influential in your industry. There are several essential steps to devise an effective KOL mapping strategy. It involves conducting in-depth market research, understanding the viewpoints of KOLs, and creating an action plan that explains how you will engage KOLs, making it a complex process requiring expertise and market knowledge.

Also, with the rise in data available for analysis, there is no one-size-fits-all approach to KOL identification and mapping. This means that effective KOL identification and mapping can serve many purposes but requires businesses to adopt the right approach to drive value.

To help the client, we adopted a comprehensive five-step approach that included the following phases of research:

Step 1: Defining the business landscape and objectives

Step 2: Identifying KOLs by conducting in-depth primary research

Step 3: Segmenting KOLs into categories based on interests

Step 4: Mapping and prioritizing KOLs based on the data obtained

Step 5: Creating a strategy to engage with KOLs

Infiniti’s robust five-step approach helped the client identify, analyze, map, prioritize, segment, and validate key opinion leaders using in-depth primary and secondary research data. Our unique approach to KOL mapping combined qualitative and quantitative research as per various KOL activities, including clinical trials, guidelines, committees, company affiliations, and advocacy groups.

Our experts also profiled KOLs based on demographics and involvement in clinical trials to help the client identify and prioritize the right KOLs based on their requirements. This, in turn, helped create much buzz around new therapy services, helping them improve treatment outcomes.

Business Outcome

The KOL mapping engagement offered granular insights that aided the client in numerous ways bringing about a positive impact on commercialization plans and tactics that enabled them to use their resources more efficiently.

KOL mapping and downstream decisions enabled through Infiniti’s KOL research solutions include:

  • Tactical planning for KOL management
  • Innovative product development
  • 32% improvement in treatment outcomes
  • Development of targeted therapies
  • Identification of key influencers

Request more information for more insights on our approach to KOL identification and mapping.

KOL mapping involves analyzing several information sources to determine each KOL’s activities and influence level based on various industry benchmarks. It also offers the benefit of integrating multiple factors simultaneously into the KOL mapping process, providing businesses the ability to target KOLs who offer well-rounded experience in specific therapeutic areas.  But with the KOL landscape evolving constantly, new alliances are constantly being formed, making it challenging for businesses to identify and profile KOLs. Infiniti Research helps tackle this challenge by providing you with responsive and scalable solutions.

With over 17 years of expertise in KOL research, including KOL identification, KOL mapping, and KOL profiling. Our solutions offer unparalleled insight into how experts rank professionally, their work in specific areas, and their professional networks, enabling clients to make the right decisions to drive business success.

opportunity analysis

How we Used Market Opportunity Assessment to Enhance Small Molecule Drug Development For a Pharma Client

Given the rapid advancements in technology, there are plenty of growth opportunities across markets, but not all businesses have the capabilities required to identify and tap into them. This often presents a fundamental challenge to businesses in the biopharma industry. Identifying and capitalizing on new market opportunities in an ever-changing environment like pharma requires a research-backed market opportunity assessment.

Irrespective of the market position, i.e., start-ups or well-established firms, not many businesses have the research expertise, time, and resources to conduct an in-depth market opportunity assessment. At Infiniti, we leverage a realistic approach to conduct a market assessment study customized to meet the needs of our clients and the markets they operate in. Our tried and trusted research methodologies are bolstered by a comprehensive understanding of global markets and the strategies of leading businesses in every industry.

The recent advancements in pharma have impacted the pharma landscape leading to drug development delays and diminished R&D productivity. Conducting an in-depth market opportunity assessment can help you thrive amid such uncertainties. Contact our experts to know more.

About the Client

The client is a Canadian mid-sized pharma company specializing in small molecule drug development. The company is also known for developing and manufacturing therapeutic prescription drugs.

As drug development involves huge costs, it requires businesses to analyze the demand for their product at an early stage in drug development. Infiniti Research leveraged market opportunity assessment and portfolio prioritization metrics to help the client identify and capitalize on market opportunities.

Identifying and tapping into new market opportunities is essential for businesses to succeed in the long-run. A detailed market opportunity assessment acts as a cornerstone of a successful business by helping you capitalize on new opportunities. Request a free proposal.

The Business Challenge

Evolving business landscape

Over the past few years, several factors have impacted pharma companies, including growing competitive pressures from new market entrants, the evolution of drug development methodologies and drug formulations, and the growing market needs. Many of these factors significantly contributed to the client’s declining margins and market position.

Market size for new opportunities

Evaluating the market size for opportunities is crucial for pharma companies to successfully launch their product. Our client wanted to analyze the market size for their new drug by conducting a market opportunity assessment. They wanted to leverage this insight to create a product launch strategy and impact the lives of patients across geographies.

Barriers to market entry

Analyzing barriers to entry can help businesses develop a strategy that meets both business and market requirements. In this case, our client wished to gauge the competitive landscape and analyze similar offerings that could potentially impact their market success using market opportunity analysis.

Lack of market insights and visibility posed a major challenge for the client in this study, as they were unable to define a clear business strategy and justify their actions. Request a free brochure to learn more about market opportunity assessment and its benefits.

Our Approach

Based on a detailed analysis of the client’s challenges, we recommended a three-pronged qual-quant research methodology to capture and validate real-time market insights. We began the project with a qualitative exploration of the client’s industry perceptions and drug development approach. We then conducted robust quantitative research by leveraging online surveys to explore unmet market needs and analyze the market opportunity for novel compounds.

The three-pronged approach to market opportunity assessment offered critical research insights around the competitive landscape, market opportunities, drug development, and market positioning. In the initial phase of market opportunity assessment, both primary and secondary market data from various sources were leveraged to identify in-market and evolving players who could be future competitors.

Product profiling based on market segments was also conducted parallelly to understand the offerings of leading market players. Our global market research team also analyzed the pricing strategies of similar products and created price benchmarks to accelerate the creation of new pricing policies for the client.


Market opportunity assessment empowered the client with in-depth research insights covering various factors like competitor offerings, market opportunities, regulatory timelines, administration routes, technologies employed, and new formulations. Using these insights, the client devised a robust drug launch strategy that helped them find a stronger niche in the market.

Market opportunity assessment also enabled our client to improve decision making and drug development by driving improvements through:

  • The design and development of a product profile
  • In-depth analysis of market needs
  • Quantification of market opportunities
  • Business expansion and portfolio development

How Infiniti’s Market Opportunity Assessment Research Can Help Biotech and Pharma Companies

Drug development timelines and new drug launches are crucial factors impacting the growth of biotech and pharmaceutical companies. To address these issues, businesses must analyze market opportunities at an early stage of drug discovery and development. We at Infiniti help pharma and biotech companies assess and evaluate new opportunities systematically by offering research-backed market insights using market opportunity assessment studies.

Our approach to market opportunity assessment research is comprehensive and can help pharma companies find answers to the following:

  • What are the unmet needs in the market?
  • What is the viability of the new drug formulation?
  • What is the size of the opportunity?
  • How to identify market opportunities?
  • What is the likely demand for the new drug?
  • Where are the growth markets?
  • Who are the competitors?

Our custom market opportunity assessment research offerings include:

opportunity analysis

A must-read case study for strategists and decision-makers looking to identify new market opportunities. Request more information to gain comprehensive insights into our approach to market opportunity analysis.

Market Penetration Pricing

Market Penetration Pricing Helped a Foldable Devices Manufacturer Capture 12% of the Total Addressable Market (TAM)

Market penetration and pricing are two critical challenges for businesses across industries, especially for startups trying to make an impact in a specific region or industry. A market penetration pricing strategy aims to help businesses accelerate product and service acceptance by attracting customers with low initial prices. 

It can be seen as an effective strategy to grow a customer base and stand apart from other market competitors. If you’re looking to improve brand reach using a market penetration pricing strategy, contact our experts to learn how we can help you determine the right prices for your offerings.

What is Market Penetration Pricing?

Product pricing is a critical aspect in marketing strategy development and a key determinant of business performance. Price being a metric that industrial and commercial customers use to judge the value of an offering, it plays a crucial role in impacting brand selection among competing alternatives.

Brands often use a market penetration pricing strategy to determine and set lower prices for their new products and services, i.e., prices that are lower than the optimum price range of a product. Market penetration pricing also helps define a long-range market price to accelerate market acceptance or to increase the existing market share of a brand.

Different Types of Market Penetration Strategies

Market Penetration Pricing

Request a free proposal to learn how we can help you build effective market penetration pricing strategies to capture a fair share of the total addressable market.

About the Client

The client is a leading player in the smartphone industry. With manufacturing units spread globally, the client had a well-established market presence and was one of the most sought-after brands with a growing customer base.

The Business Challenge

Having made its mark in the smartphone industry, the client recently launched a new series of foldable devices. However, the acceptance of the new smartphone did not turn out as perceived by the client, due to which the client wanted to develop a market penetration pricing strategy to attract buyers.

The challenges faced by the company in selling its newly launched foldable devices had prompted them to devise different market penetration strategies aimed at increasing sales and maintaining market position. Therefore, the client wanted to conduct in-depth research using both primary and secondary data sources to analyze the mode of penetration being used for different diversified products sold in the market and strategies helping them attain their existing market position. Using these research insights, the client wanted to develop a market penetration pricing strategy to build a customer base for its new product.

Problem Statement

The need to understand the market penetration strategies employed by players in the smartphone industry will be crucial in creating the marketing strategies of products that the client wishes to launch to conquer markets in different industries. Therefore, identifying the different strategies that can help edge out and survive the competition was crucial for analyzing the market for the new product line.

Our Approach

Our experts conducted in-depth research to analyze the market dynamics, competitor’s offerings, and the client’s overall market penetration strategies. This research aimed to reveal the different modes of market penetration pricing strategies that could benefit the client and accelerate acceptance of the new product.

Infiniti’s three-pronged research methodology aimed to examine how similar products and associated products managed to venture into new markets and conquer the existing markets. Therefore questionnaires and subsequent interviews were a part of the initial phase. Data aggregation, analysis, analysis, and presentation of the data in graphs, charts, and other appropriate forms were performed in the later stages. Data from secondary sources were also used to find conclusive evidence for the inferences to be made from the study.

Request a free brochure to gain exclusive insights into the market penetration pricing strategies that can help you improve brand reach.

Business Outcome

The market penetration pricing strategy devised by our experts helped the client set a low price for their product during the introductory phase. By adopting such an approach, the client was successful in increasing market share and global sales volume. Their objective to reduce production cost was also achieved, resulting in a high ROI.

The market penetration pricing strategy also helped the client to:

  • Capture 12% of the total addressable market (TAM) in the smartphone industry
  • Improve market share
  • Fine-tune their strategy around market penetration pricing, market-entry, product innovation, and marketing

A market penetration pricing strategy is a low-risk strategy when compared to other market penetration strategies and is ideal for businesses and startups that are bootstrapped or unwilling to invest heavily in high-risk growth strategies. It exploits how to brands can drive market share and brand reach in an already thriving market where competing products exist.

Though positioning yourself in a well-established market is a safe bet, it requires robust implementation and execution of strategies around your product positioning, pricing, and marketing to compete and grow alongside existing companies. Infiniti Research can help you analyze markets and develop suitable market penetration pricing strategies to improve market share. Request more info from our experts to know more about our capabilities.

foreign market

Foreign Market Entry: Researching New Markets and Opportunities for a UK-based Energy Service Company (ESCo)

In today’s complex business scenario organizations of all types, i.e., SMEs, multinational firms, and small-scale startups, are striving to make their service and product offerings more accessible than ever. As such, the foreign market expansion is occurring at an ever-increasing pace. Foreign market expansion is crucial for organizations looking to expand their business reach and operations to other international markets. Considering the significant investments involved in market expansion, it is not surprising that foreign market research is gaining traction and is becoming the most sought-after service by players across industries.

This success story outlines our research methodology carried out as a part of a detailed analysis of the foreign market entry process for one of our clients. It also sheds light on the development of a foreign market entry model that describes the process. Talk to one of our market entry experts to learn how we can help you capitalize on opportunities in new markets.

About the Client

The client is a leading energy service company (ESCo) based out of the United Kingdom. The client’s business objective revolves around reimagining the energy generation and transmission process to become a net-zero company that develops zero-carbon products and services. As such, companies operating in developed countries are reconsidering their foreign market expansion strategies.

Business Challenge

Despite the complexity involved in foreign market expansion, developing economies have become increasingly attractive for doing business. Among other reasons, it is likely to note that the growth rates in emerging markets in the coming years will be higher than those of mature, well-developed markets.

The client, a leading UK-based energy service company, approached Infiniti seeking help to scope out a new foreign market entry strategy. By collaborating with us, the client also wanted to evaluate the new market in terms of its scope, risks, market size, M&As, and potential threats.

At Infiniti, our foreign market entry experts follow a comprehensive approach to analyzing new opportunities in the target market based on in-depth research, opportunity analysis, and market size. Companies that have worked with us have minimized their market entry failure risk and have successfully capitalized on new market opportunities. Request more info to learn more about our market entry engagements.

Our Approach to Creating a Foreign Market Entry Strategy

Multiple data sets from both primary and secondary market research were collected and analyzed to help the client gain clarity on the risks and opportunities associated with new market entry. Infiniti’s foreign market entry experts adopted a holistic approach to bridge the gap and debunk preconceptions that the client initially had by offering objective insights that helped evaluate the opportunities in the new market.

foreign market

Our market entry strategy experts adopted a three-phased approach to help the client gain insights into the new market, which led to the development of a successful market entry strategy.

Phase 1: Target Market Research

This project’s initial phase focused on in-depth market research that empowered the client with market data and insights to chalk-out a market entry strategy.

Our approach helped the client in the following market research areas:

  • Market value analysis with a strong focus on evaluating historical and projected growth rates and market trends.
  • Identification of growth factors like barriers to growth and other market entry restrictions may emerge in the new target market.
  • In-depth analysis of market components like investors, incumbents, adjacent market segments, and leaders in those markets.
  • Understanding the market in terms of regulatory needs, technological developments, and social and political factors within the market.

If you’d like to know more about our engagement models and pricing plans, request a free proposal, and we’ll reach out to you.

Phase 2: Market Opportunity Analysis

With a strong focus on analyzing market opportunities, the second phase of this research helped uncover insights into the new opportunities and threats awaiting the new market. Within this analysis, Infiniti’s foreign market entry experts also offered information on:

  • How the client’s value proposition capabilities must evolve to succeed in the new market
  • The market size and how the target market can be captured efficiently and cost-effectively by the client
  • Competitive landscape analysis to understand the business environment in the target market
  • The cost estimate of entering the new market in terms of inputs, distribution, and innovation

Phase 3: New Market Entry Recommendations and Strategy Creation

Our foreign market entry experts offered exclusive insights and personalized recommendations on market entry factors like speed and time, international market entry strategies, and entry type. Apart from providing this information, we also helped the client understand opportunities in terms of joint ventures, buyout opportunities, turnkey project implementations, licensing, M&As, and investments.

Other recommendations offered by our market entry experts included product and service viability, potential entry-supporting partnerships, optimal business models, and an overall foreign market entry strategy that helped our clients position themselves for long-term success.

Business Outcome

Upon completing this foreign market entry project, the client was equipped with all the details required to build their market plan and assess its outcome. Our experts offered personalized solutions that helped the client gain a strong foothold in the new market and further expand into new, lateral market segments. Our three-pronged approach helped them set foot in the new market and establish a strong presence by capitalizing on high potential opportunities and M&As, driving their ROI by 3x.

Are you looking for detailed insights? Fill out this form to request a free brochure.

market opportunity analysis

Market Opportunity Analysis Helped an Industrial Heating Systems Manufacturer Build a Detailed Five-year Business Development Plan

The evolving technological advancements and new market trends have redefined customer demand for industrial equipment across geographies. As such, industrial equipment manufacturers are being forced to find new market opportunities to grow. While industrial equipment companies face ongoing disruptions, most are unaware of how market opportunity analysis and consumer analysis can help tackle challenges and exploit new value propositions to capitalize on market opportunities.

At Infiniti Research, we have an in-house global team of research experts who clearly understand industrial equipment market segments and provide clients with custom market opportunity analysis and research solutions, market entry strategies, and M&A support to help them achieve business goals expand their market footprint. We aim to empower businesses to make crucial decisions and capitalize on new market opportunities to gain an edge.

Business Challenge

A leading industrial process heating systems manufacturer faced major challenges while developing a five-year roadmap aimed at expanding their market footprint and brand reach in NA. Being one of the largest heating systems manufacturers, the client’s business operations were spread across eight countries, including the US, Austria, Ireland, Luxembourg, Netherlands, Norway, Sweden, and Switzerland. They approached Infiniti Research seeking help to conduct market opportunity analysis to better understand the North American market for thermal fluid systems and process bath heaters.

Our success in the industrial equipment market can be traced back to our deep industry expertise and our ability to comprehend business needs. To learn how market opportunity analysis and research can help you succeed in this sector, request a free proposal right away!

Infiniti’s Approach to Market Opportunity Analysis

The client needed help understanding the market to be able to chalk out a detailed five-year roadmap. They also needed insights on strategic steps, investments, and the effort needed to sustain a competitive market position. Market opportunity analysis helped analyze the market and gauge the client’s strategic assumptions across product and service categories.

The research aided the development of global strategies to expand market reach. Over a period of three months, we analyzed the global market scenario and compiled the entire set of action points into a rationalized set of recommendations, including everything from acquisition to introducing new technology and new initiatives.

Got many business ideas and market opportunities for growth but unaware if they are worth pursuing? Fret not!  Request a free brochure to learn how we can help you narrow down your options and capitalize on the highest potential ones for success.

Market Opportunity Analysis and Research Process Flow

market opportunity analysis

For more information on Infiniti’s three-phased market opportunity analysis process, contact us.

Market Opportunity Analysis Process

Infiniti’s market research experts adopted a structured market opportunity analysis process to help the client address their issue and identify new market opportunities. The market analysis study began with the collection of qualitative and quantitative insights by subject-matter experts.

The three-phased research process involved holistic primary and secondary research followed by the analysis of research findings in the second phase. By working hand-in-hand with the client’s internal R&D team, we understood their needs and generated a market opportunity analysis report within a 10-week timeframe.


Infiniti’s holistic approach to market opportunity analysis aided the delivery of a market-size matrix reflecting different equipment and heating systems covering five main categories and application areas. The project concluded with a business consumption ready report outlining key findings, particularly new market opportunities and customer needs, and market demand. The insights gained from the market opportunity analysis process also helped the client to-

  • Develop a comprehensive business plan
  • Expand market footprint
  • Target the right consumer groups
  • Improve new product development timeline
  • Achieve goals like profit margin improvements and market share

To gain an edge in today’s competitive business environment, industrial equipment companies must digitally reimagine the products and services they offer. They must innovate to drive value across crucial business functions and ensure higher returns on digital investments (RODI). However, based on our research, a mere 20% have been successful in redefining their services, earning higher than average ROIs. While the others earn an ROI lower than the industry average, irrespective of how much they scale their investments. This implies that simply scaling investments doesn’t guarantee success but requires a more holistic market opportunity analysis process to gain the much-needed market and customer insights.

We connect clients to subject-matter experts who can provide tailored solutions and real-world insights to make informed decisions. Request more information now.

brand extension strategy

Co-creating a Brand Extension Strategy to Expand the Market Share of a Leading Auto Company

A brand extension strategy helps focus on successfully launching products and services in lateral market segments and categories. Adopting this approach to improve brand growth has its own benefits and risks, including the danger of alienating customers. However, it also enabled brands to capitalize on new opportunities to penetrate new markets and generate sticky revenue streams. Here’s one such example of how a leading auto manufacturer embraced a research-backed brand extension strategy to create awareness and capitalize on market reach.

Steps to Create a Successful Brand Extension Strategy

Creating the right brand extension strategy can help you tap into new opportunities and revenue streams that were inaccessible earlier. However, you need to make sure that you’re moving in the right direction by making appropriate market data-based decisions.

  1. Analyze the market and identify customer needs
  2. Understand brand equity
  3. Research your existing audience and identify potential prospects
  4. Leverage the data gathered to create a brand extension strategy

Developing a brand extension strategy has become an imperative to success in today’s competitive automotive landscape. To learn more about how we can help you contact our market research experts right away!

Business Challenge

Evolving megatrends, digitization, and globalization are redefining the automotive landscape by creating new markets and business opportunities. These megatrends have also impacted lifestyles and living standards globally, leading to an upturn of demand and new opportunities for automotive companies to expand their market share using a well-crafted brand extension strategy. As a result, targeting new customers and addressing their demands is becoming challenging for automotive companies globally. This has prompted businesses to implemented cross-border M&As and multi-branding strategies.

Facing a decline in demand, a leading Switzerland based automotive manufacturer set out to address customer needs using a research-backed approach. The automotive company witnessed a huge first-quarter loss in 2020. Although its recently launched XUV model was positioned as a mass-market car, the reason for the huge loss was traced back to a decline in market demand for fuel-run vehicles.

brand extension strategy

Amid its recent losses, the automotive company also announced the launch of its line of electric cars with high-tech functionalities. This certainly was an intriguing expansion, mainly because their cars are among the most sought-after in the luxury cars segment. The company hoped to combat one of the main reasons for its huge loss by offering its own presumably less expensive electric version.

Despite having a good reputation as an early innovator in the luxury car segments, the client found it hard to make inroads into the electric vehicles market. This was when they approached Infiniti Research seeking help to devise a brand extension strategy backed by research information. By collaborating with us, the automotive manufacturer wanted to understand the market implications of developing electric cars to supplement their existing models.

Having worked with auto manufacturers from across geographies we understand the market scenario and challenges facing players in this segment. If you’re one among them, request a free proposal to learn how advanced, research based brand development strategies can help you.

Our Approach to Brand Extension Strategy Creation

Our experts began the project with extensive qualitative research and conducted semi-structured interviews with leading companies from similar industries in Switzerland to help the client. The second phase of this study focused on conducting detailed market, competitor, and consumer research to gain a comprehensive understanding of brand fit. We also leveraged a quantitative market research approach combined with open-ended questions to gather the information that the client needed to make the right brand extension decisions, which in turn shaped their brand extension strategy and plan of execution.


The in-depth market study helped the client identify and analyze drivers for brand extension. It also offered information on market demand and unraveled new opportunities to further expand its market footprint. Apart from helping the client co-create a brand extension strategy, our experts helped them leverage market data to understand how the new launch would cannibalize sales of their current XUV models, the incremental sales they could achieve using a well-defined brand extension strategy and the predicted ROI from the new electric cars segment.

The results obtained include:

  • A 17% increase in ROI
  • Stabilized market position
  • Improved brand growth

We can help you make strategic decisions around brand repositioning using in-depth market research insights. Request more info for personalized solutions.

Product Market Research

Product Market Research: Infiniti’s Success in Helping a Client Accelerate Medical Product Development

From concept to design and development, manufacturing medical devices is a complex process. Having worked on different types of product market research projects, ranging from innovative medical devices to advanced lab equipment and other sampling and assay technologies, Infiniti has a proven track record of helping medical device companies accelerate medical product development.

We can help you address your product development challenges with accurate product market research insights or offer additional data-backed services to gauge product success. Either way, our market research experts will work together with your team to ensure an optimal outcome within the set timeframes. Our international research team ensures clients gain access to the insights they need to make product development decisions on the go. What sets us apart is the fact that our services extended well beyond the final phase as we also assist our clients with the communication and application of results.

This success story sheds light on one of our many successes in helping medical device development companies tackle their product development challenges with accurate product market research insights.

The acceleration of innovation across the medical devices and med-tech markets is redefining healthcare. Contact us to learn how product market research can help you cut through complexity and improve your success rates.

How do you conduct product market research?

Staying afloat in the medical product development market space requires businesses to understand the market by conducting in-depth product market research. Here’s how.

1. Understand the purpose of your study

2. Analyze the needs of your customers

3. Gather accurate market information

4. Analyze your findings

5. Turn market insights into actions

Business Challenge

A Fortune 500 medical product development company based out of the UK required assistance with conducting a complex research project to reduce its new product development costs. The client was looking to develop a robust strategy to reduce new product development time and achieve a faster go-to-market time.

Having analyzed the potential of wound care technologies, the client set out to develop synthetic skin substitutes to treat wounds. During the initial phase of product development, the client identified many challenges and wanted to ensure that their product remained competitive by conducting in-depth product market research. Apart from analyzing the product landscape, they also wanted to keep abreast of competitors’ activities, identify disruptive products on the horizon, and assess their competitor’s M&A activities. Our product market research team undertook a rapid scan of the product market landscape to provide a holistic view of its current position and factors impacting growth.

Request a free proposal to learn more about product market research and its benefits from a business perspective.

Our Approach

We began the research process by conducting in-depth market research backed with semi-structured interviews and detailed segment-wise studies to help the client. Initially, 35 stakeholders within the medical devices industry were interviewed to understand the market. However, the focus was on the six core competitors with similar product offerings.

Our three-phased product market research study provided critical insights regarding the development of the product. The research was designed to examine the circumstances in which physicians would opt to use the client’s product over a similar product and uncover additional market data needed to increase acceptance of a new device. The product market research solution enabled the client to gain an overview of the medical product development market in the UK, including competitors’ strategies, product offerings, M&As, and more.

Request more info to learn how you can make strategic business decisions by leveraging structured, in-depth product market research insights.


The insights gained from the product market research allowed the client to refine the product concepts, target the right end-user groups, understand best practices, and answer critical medical product development questions. The primary interviews also provided actionable insights for evaluating the concepts on dimensions such as appeal, clarity, and product uniqueness. This helped the client to focus their efforts and target investments in segments with high potential.

The product market research study also helped the client to:

  • Increase product launch and success rate by over 25%
  • Improve market reach
  • Identify and target high potential market segments
  • Improve R&D and build innovative products
needs based segmentation

Market needs based segmentation aids portfolio management for a protein therapeutics manufacturer

What is needs based segmentation in market research?

Needs based segmentation is based on the concept that every market can be divided into homogenous segments based on customer needs. This type of analysis is used to develop products with a high market demand rather than selling products without understanding the market potential and customer needs.

Infiniti Research focuses on helping clients tackle market risks like cross cannibalization and overlapping drug development expenses. To learn more about how we can help you contact our market research experts right away!

Conducting a market needs based segmentation involves three phases, and every phase must be complimented with accurate research insights.

Phase 1: Leveraging market insights to determine customer needs and requirements

Phase 2: Identifying and grouping customers into segments based on needs

Phase 3: Aligning offerings with customer groups

While both phases focus on analyzing customer needs, it requires businesses to study markets using advanced research methodologies. Once the data is collected, data mapping and analysis must be employed to discover and classify consumers based on their conditions.

Business Challenge

Increasingly tech-savvy consumers, growing needs, aging populations, and the rise of hyper-personalization are not just any pharma trends that come and go. These trends are here to stay and are expected to increase the demand for personalized treatments and therapies. Add to this dramatically increased competition in the protein therapeutics markets, which has created a need for market needs based segmentation before drug development.

A leading UK-based protein therapeutics manufacturer with five compounds under development in a particular therapy area approached us with a similar research requirement. The client wanted to conduct an in-depth market needs based segmentation to identify, segment, and align customer needs with their pharmaceutical portfolio.

We’ve worked with pharma players from across geographies and understand the market well. If you’re looking for help in conducting needs based market segmentation, request a free proposal, and our experts will get in touch.

Our Approach to Needs Based Market Segmentation

To help the client, we adopted a comprehensive needs based segmentation approach. The critical step was to align the pharma portfolio with consumer groups in an effort to meet consumers’ needs and demands.

Market segmentation studies in pharma are generally quantitative and look at identifying health condition-based segments. The market needs based segmentation research discussed here is segment-based market research that offers a more targeted solution. It provides a holistic market understanding based on which drug development decisions can be made.

This needs based segmentation approach focused on identifying patients’ needs across different regions. Identifying and categorizing customers into needs-based segments empowered the client with a detailed understanding of what product portfolio opportunities exist in the market and helped them analyze the suitable methods to conduct drug trials.

Our needs based segmentation approach also helped build an understanding of different customers based on several demographic and psychographic factors. This shed light on the need for early intervention in the drug development process and helped understand how it facilitates buy-in across drug development teams.

Make strategic decisions about drug development and portfolio alignments by leveraging structured, in-depth market research insights with a core focus on needs based segmentation. Request more info for comprehensive solution insights.


The needs-based segmentation approach enabled the client to uncover market positioning and pharma portfolio alignment possibilities relating to customer needs that had not been previously considered relevant to the therapy area. The market segmentation insights also helped them focus on high potential areas determined by factors uncovered in the research process, such as unmet customer needs, dissatisfaction with existing treatments, and assessment of competitors’ offerings in each therapy area. The market research insights also uncovered new opportunities in new areas previously overlooked by the protein therapeutics manufacturer, enabling them to:

  • Drive market growth by 18%
  • Address unmet customer needs
  • Offer targeted services

Market needs based segmentation is becoming a crucial aspect of market research in the pharmaceutical industry. Drug developers, manufacturers, CMDOs, and other pharma players acknowledge the value of market needs based segmentation for decision-making concerning new drug development, drug launch, the inclusion of best-practices, and pricing. As a result, protein therapeutics manufacturers now prefer conducting a needs based segmentation at an earlier stage of market segmentation to enhance market understanding and build a robust foundation for effective decision-making and drug development.

Brand Market Research

Brand Market Research Helped Our Client Formulate a Sales Strategy and Business Plan to Gain an Edge in the Semiconductor Packaging Market

What is brand market research?

Brands are not defined just by the products or services they offer. Every brand has its own objective, goals, and growth targets. To achieve these goals, businesses must understand their brand perception. Assessing a brand’s perception requires brands to analyze and understand the needs of the larger customer base and the audience it caters to. This very fact necessitates businesses to understand how their communications are perceived across markets. Through its brand market research solutions, Infiniti aims to help businesses understand market dynamics and gain an edge through objective, insight-based ideas, recommendations, and business plans.

Product manufacturing companies often start the value creation process from a functional standpoint. At the same time, service-oriented companies will start from the opposite end of the spectrum and focus on creating a customer-centric business plan. With a similar objective, a leading semiconductor packaging firm based out of Canada approached Infiniti to conduct a brand market research study and analyze factors impacting growth. Apart from tackling negative perception barriers, the client wanted to leverage brand market research insights to formulate suitable sales strategies and growth plans.

Continue reading to learn how we made it possible for the client.


Region: Canada

Industry: Semiconductor Packaging

Company Profile: Based in Canada, the client is a leading provider of semiconductor packaging services. The semiconductor packaging firm is well-known for its turnkey solutions covering semiconductor assembly, test, wafer probing, and packaging services.

 As an integral part of the Canadian semiconductor value chain, the company focuses on developing innovative packaging solutions. To achieve its brand development goals, the client has also begun working with other industry participants and is actively involved in M&As to explore strategic alliance opportunities to innovate and build a mutually beneficial business environment.

So, you’ve looked through the brand market research service portfolio here on our website, and now you’d like to get some questions answered. If that’s the case, contact us to get started!

Business Challenge

Given the high competition and dwindling economy, many semiconductor packing companies are struggling to grow. “A rigorous rethinking of brand strategy can help create a business plan to uncover new opportunities and turn them into real revenue,” says Infiniti.

Our client, a leading manufacturer of semiconductor packaging solutions, had recently acquired few brands to support their portfolio expansion needs. Since its inception, the semiconductor packaging company has been a pioneer in efficient packaging, offering innovative packaging services and pursuing new digital business models. Having acquired many of its brands, not all were aligned with the core objectives and company’s vision. Since their overall brand affinity was very different from the one perceived, they wanted to formulate a business plan to enhance the brand reach and drive profitable growth.

To succeed, the client needed to properly align all the brands under its portfolio while still emphasizing each brands’ strengths. As a result, conducting in-depth brand market research to understand market conditions, the impact of market disruptions, and how the conditions evolve was crucial for the client.  They approached Infiniti to develop a custom brand market research solution to align their brands with the brand promise – Innovation and Agility.

How do you make informed business decisions when it comes to improving brand awareness? Infiniti Research helps brands analyze the market, identify new trends, and understand customers within any industry. Request a free proposal to leverage our brand market research solution!

Our Approach

We conducted a detailed brand market research study to help the client understand the market and brand perceptions of its broader customer base. Our holistic solutions also uncovered new semiconductor industry trends and methodologies to support the client’s business growth.Based on the data obtained from the brand market research report, we co-created a new business plan and sales strategy to market their services and enhance brand affinity.

Moreover, with brand market research insights, the client gained the clarity required to map service levels and efficiency with that of their competitors. An analysis of semiconductor packaging trends helped them analyze market developments, find new M&A opportunities, and subsequently move up the ladder by bridging gaps and implementing the necessary changes.

The brand market research study covered various aspects helping the client find answers to their most pressing challenges. The recommendations and solutions offered included:

  • Brand perception mapping
  • Creation of brand visualization maps
  • Brand awareness strategy
  • Brand management

Infiniti can help you make strategic decisions about your services or product brand portfolio by leveraging structured, in-depth market research insights. Request more information now!


The brand market research study helped the client build awareness and appeal at the right levels to maximize brand value. By focusing the efforts and resources in the right segments, the client was well-positioned to succeed. Formulating a new sales strategy and business plan also helped the client gain clear insights, analyze its business direction, reassure its investors while unraveling new long-term business opportunities with major clients. As a result, the client can now clearly articulate business needs and analyze why they matter to their most critical audiences.

The benefits achieved:

  • Enhanced brand awareness
  • Improvements in brand affinity with a 25% increase in brand reach in Q1
  • Measurable revenue gains obtained through advanced targeting and sales plan

Evidently, the insights obtained from brand market research had a huge positive impact on brand reach. The market reports helped the client execute the right sales strategies to improve their market presence by over 25%. Targeting new customer segments also helped them acquire new markets and increase their revenues by 13% year on year basis. The company that witnessed a downward growth trajectory bounced back with a new business plan and brand awareness strategies.

We’ve resolved brand management challenges for clients of all kinds, including diversified multinational corporations, technology startups, and non-profits. If you’re looking to conduct a brand market research study, request a free brochure to better understand its benefits.

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