Marketability Assessment research is about go/no-go decisions, and how-to-go decisions.
Before concepts can be developed or positioning and branding finalized and attached to user segments, a detailed Marketability Assessment fills a hole in the business plan and provides the context in which marketing, sales and distribution plans can be built. This is the classic “Is there a market for our…” question. Executing this market intelligence is what separates business people from simple inventors or ideators.
Outcome: Identifying the go/no-go of the marketability of an idea or concept, including which groups will be attracted (or not) to the concept. (A cousin to Concept Testing)