The term market mapping has become synonymous with straightforward desktop research – simply generating a list of individuals operating at an agreed level within a particular set of businesses or market. However, at Edward Drummond this is merely the starting point of our market mapping process.
For us, market mapping is also about understanding the relationships that you can leverage. That’s why we use insight from source discussions, alongside web-based tools, to help you understand:
- The position of key individuals.
- Their attributes and reputation within their organisation and with external clients and influencers.
- The structure and internal dynamics of their team.
- The strengths and weaknesses within competitor organisations.