Radius Global Rolls Out Market Sizing Tool

US-based Radius Global Market Research has introduced a new process called 'Configure', to help clients identify new product opportunities by tapping into consumers' perceptions of how a market is structured.

The firm was formerly known as Data Development Worldwide and has additional offices in London. Configure has been developed to help users understand how consumers think about the makeup of any given product category, the size of each area of opportunity, and how one area is differentiated from another.

The tool has been designed to demonstrate to marketers which - if any - existing products have characteristics associated with an opportunity area, while also highlighting potential weaknesses to address in product positioning.

MD Chip Lister comments: 'A major challenge in introducing new products is defining the competitive framework. With Configure we are able to determine exactly how consumers size up the market environment and where there are true opportunities for new products to get meaningful traction.'

Web site: www.radius-global.com .