Barriers to Growth Analysis™

Our proprietary Barriers to Growth Analysis is designed to explore the issues that a business confronts when launching a new product, or introducing an existing product to a new market.  This involves three steps:

1. Segmenting customers based on their level of product acceptance, from Acceptors (immediate prospects) to Ambivalents (longer-term prospects) to Rejecters (not a feasible target).
   
   
2. Categorizing product features and benefits into Facilitators (things that encourage product acceptance), Barriers (things that discourage product acceptance), and Neutral issues.
   
   
3. Prioritizing which features and benefits are communicated when first targeting Acceptors, and which issues require more communication and consumer education in order to convert Ambivalents to Acceptors.