Agile Market Analysis

Agile market analysis recognizes that with each stage of discovery assumptions change and the questions to be answered are refined. We refresh the discovery process when called for in order to assure the validity of what is learned, and in the end, to assure that the opportunity defined is real.

Note that not every assessment requires all of these stages. Where the process begins depends upon what is already known about the market and on the nature of the market itself.