The goal in scanning is to build a large list of opportunities. By crytalizing individual opportunities,
by defining them in a brief format, you bring creative focus to potential solutions.
More robust solutions, or Options, are stimulated when scanning has been rigorous.
Scanning requires both analytical and creative thinking and tasks, each mixed in a synergistic soup working together.
This step involves
idea generation ,
qualitative and quantitative market studies and
cababilities assessments.
Our StrategyNewsletter article, "Owning a new 'market space' or product category" gives further insight as to how we think about opportunities and how they provide the seed bed for strategic options.
To link marketing research tools to this decision stage, go to
Decision-Research Matrix .
