| IRI Market Structure™ is an analysis that reveals the competitive structure of a category from the bottom up, producing richer insight into the complex process of consumer decision making than any other approach. The resulting view of the category’s competitive structure provides guidance for new product development, portfolio management, assortment, and promotion planning decisions. Unlike other approaches that take a relatively simplistic view of consumer behavior and merely rank predefined attributes in order of importance, IRI uses a superior methodology that allows actual consumer purchase behavior to define competitive sets. The IRI approach is flexible enough to analyze the competition among any set of products – from a small category to a broad universe. It is comprehensive enough to provide actionable insights for brand and portfolio managers as well as retail sales managers. An optional data visualization tool makes it easy to translate the national market structure down to the local level. 
Reveal opportunity gaps within the competitive structure of your category.
Adjust brand positioning, assortment, and marketing plans across your portfolio.
Generate more incremental sales from your marketing efforts.
For more information, contact IRI at 1-866-262-5973 or contact us by email. |
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 | Avoid bias segmentation attributes and produce new and actionable insights to grow your business | | Broad and deep views of the market place: correctly depict the competitive structure of the category | | Comprehensive analysis: tree diagrams and perceptual maps of the category structure, plus consumer purchase dynamics for each product segment |
| | Understand category segmentation and brand competitive sets |  |
| | Understand how products compete with each other | |
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