Isurus Insights / Market Opportunity Assessment


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"Research is a process where you can spend a lot of money and come up with zero. Isurus guides me quickly through the key decisions, helps me avoid the pitfalls, and makes sure I walk away with high-value implications."

-Vice President of Marketing, Enterprise Content Management System Provider

Market Opportunity Assessment

Using primary research for market opportunity assessment

Isurus’ work demonstrates that businesses make purchase decisions based on a range of factors and that relying too heavily on stated intent to purchase can overestimate the true market opportunity.  Read this Insights to learn more about Isurus’ comprehensive, data-driven framework for assessing market opportunity. Download the PDF

Evaluating market adoption readiness

Despite the potential for increased effectiveness, efficiency and profitability, adoption of many business technologies falls short of expectations. This Insights discusses three common barriers to adoption and raises questions that can serve as a self-assessment exercise for evaluating your organization’s situation. Download the PDF

Enhancing forecasting with primary research

Businesses rely on forecasts to inform strategic and tactical decisions.  This Isurus Insights identifies opportunities to improve the overall accuracy and reliability of forecasts by incorporating primary market research data. Download the PDF