Connector. Spotting big time growth opportunities.

In Connector, we’re not searching for just any growth opportunity. We’re breaking markets apart in a search for the biggest opportunity that best fits your brand and your company’s key capabilities.

The Connector Phase

Connector is a data driven phase that “connects” the brand to a series of high potential new growth opportunities that GC calls DigSites. Connector surfaces DigSites by employing a number of breakthrough analytical tools that both reveal and dissect the brands “usage” and “user” universe. Connector then quantifies the potential of these DigSites for the brand which enables the team to make highly informed strategic choices on where the brand will and won’t focus it’s growth and innovation efforts.

Connector modules include:

Market Forces Analysis
How is demand changing? GC’s search for growth opportunities begins with a data-driven look at all the Macro and Micro Forces effecting the brand and it’s core category. This helps paint a clear picture of how demand is changing in the marketplace and begins to surface new opportunities for growth.
 
Market Framing & Focusing
Where should we search for opportunities? Market Framing & Focusing employs a series of analytical tools and frameworks that help the team define which market space the brand will focus on in the search for high potential growth opportunities or DigSites.
 
Usage Mapping
Do we understand the usage dynamics in our priority markets at a deep level? Usage Mapping is GC’s qualitative process for understanding how Market Space really works from both a usage and user perspective in our quest to spot high potential growth opportunities or DigSites.
 
Usage Structuring
Can we size growth opportunities to help decide where to focus? Usage Structuring is GC’s quantitative process for spotting high potential growth opportunities. GC creates and fields our proprietary MS² study (MS² = Market Structure & Segmentation) which results in database of usage insight that can fuel growth for years to come.
 
Growth Summits
Which growth opportunities should we go after? The Connector phase ends with a 1-2 day team summit that surfaces DigSites and prioritizes them for the Converter phase. Our summit immerses the team in research learning and facilitates strategic decision making of where to focus.