JM

04 / Professional caseResearch → Strategic Opportunity

A good opportunity isn’t invented. It’s found.

I do the research behind pitches and strategic proposals: market, people and culture, crossed until a territory worth exploring appears.

Context
Pitches and proposals · via ATREVIA
Sectors
Technology and food
My role
Research and insights
Sources
Data, desk research, benchmarking, trends and cultural signals

Personal reconstruction. No clients or proposals are named. The examples are fictional and don’t correspond to any real pitch.

01 / Practical caseFictional example

Market, people, culture. Where they cross, there’s something.

One lens on its own gives you a fact. Two give you a tension. All three give you a territory: a direction with its evidence and with what still needs testing. Switch the lenses on.

Territory

Technology that lasts and doesn’t ask for attention.

To test: would people pay more for it to last longer?

No lenses: there’s only a hunch.

02 / The challenge

A pitch usually starts in a hurry and with a hunch. My job is to give it solid ground: what’s happening in the market, what people do and what’s moving in culture.

Piling up data isn’t enough. You have to choose which evidence matters and which interpretation holds up.

What opportunity appears when we cross market, people and culture?

03 / Methodology

From a hunch to a territory with solid ground.

  1. Listen

    Data, desk research, benchmarking, consumer trends and cultural signals.

  2. Understand

    I look for tensions: where what’s happening doesn’t match what’s expected.

  3. Decide

    I propose territories, each with its evidence and what still needs testing.

  4. Build

    The research foundation the team builds the idea on.

04 / ProcessIllustrative

A lot of material goes in. Little, and good, comes out.

  1. 01

    Sources

    Everything that can help understand the problem.

  2. 02

    Signals

    What repeats or what surprises.

  3. 03

    Tensions

    Where something doesn’t fit. That’s usually where the opportunity is.

  4. 04

    Territory

    A direction to explore, with its evidence and its doubts.

05 / My role

My part is the ground under the idea.

What I do

  • Desk and data research.
  • Competitive benchmarking.
  • Consumer trends and cultural signals.
  • Synthesis into opportunity territories.

What I don’t claim

  • The creative concept.
  • Media, execution or the outcome of the pitch.

06 / Decision value

So the idea walks into the meeting with something underneath it.

Learning

A fact isn’t an insight. The insight is what explains why that fact matters.