A pair of binoculars on the windowsill of a tall building, looking out over city and countryside to the horizon

InsightsMarket insights

Which developments really affect your market?

Not every trend matters to your organisation. The Next Organization selects the developments that matter to you, backs them with reliable sources and spells out what they mean for you. So you base your choices on facts rather than gut feeling.

Sound familiar?

Decisions rest on gut feeling or on what your biggest customer says
Trend reports are too general to act on
Your market is growing, but your organisation is not
New competitors appear without anyone seeing them coming
You do not know where the market is poorly served
New rules only get noticed once they already apply

What is a market analysis?

A market analysis maps the trends that will change your market over the coming years. We look at the whole chain, from supplier to end customer. Think of market growth, prices, competition, new entrants and consolidation.

Six forces around your market

A DESTEP analysis helps make sure you overlook nothing. It looks at six forces in your environment.

Demographic

A question that goes with it: How are the population and the workforce changing?
Economic

A question that goes with it: What do growth, interest rates and purchasing power mean for your market?
Social and cultural

A question that goes with it: Which values and habits are shifting?

Your market

The whole chain, from supplier to end customer

Market growth
Prices
Competition
New entrants
Consolidation

Technological

A question that goes with it: Which technology is changing the chain?
Ecological

A question that goes with it: Which climate and raw material requirements are on the way?
Political and legal

A question that goes with it: Which laws and regulations are changing?

We back every trend with at least two independent sources and with our annual TNXTOutlook. Then put your own figures next to those of the market, and look for where the market is poorly served.

Together with Customer insights, market insights show what you need to respond to, and where you had better not invest.

What you get

You get the trends that matter to your organisation, each with its drivers, direction and consequences. You see how you perform compared with the market, and where there is room to grow. The trends supply the opportunities and threats for Business insights and the foundation for your Vision, mission and ambition.

Frequently asked questions

What is a DESTEP analysis?

A DESTEP analysis is a checklist of six forces in your environment: demographic, economic, social and cultural, technological, ecological, and political and legal. You use it to make sure you do not overlook a force. The value lies in asking what each force means for your market.

What is the difference between a trend and a development?

A development is a single change or event, one data point. A trend is a pattern with direction and momentum, built up from several developments. You base your strategy on trends.

How far ahead does a market analysis look?

For strategy you usually look three to five years ahead, the same horizon as your ambition. Demographics and climate call for a longer view, because they shift slowly but surely. Those forces count as soon as they affect the choices you make today.

How do you find a gap in the market?

Group your competitors and look at which customers each group serves. Then add the size of each segment. A large segment that nobody focuses on is a gap you can fill.