Research

Category Needs Miner

A map of the unmet needs in your category — what's chronic, what's emerging, and where the best innovation openings are — built from what category buyers already say and do in public.

Under 30 minutes
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NEEDS MAPSize = evidence volumeIntensityFadingTrajectoryEmergingFits first timeLasts longerEasy refillLess packagingLower priceClear labelsFaster deliveryGift-readyRed = strongest openingsCOMPENSATING BEHAVIORSBuys two,returns one31 mentionsKeeps ownspreadsheet24 mentionsRinsesbefore use19 mentionsSets phonereminders12 mentionsHOW MIGHT WE1…make the first fit certain?2…make it last another season?3…refill without the mess?The needs your category has not met yet, and which ones to build on.

The old way

Market research firm

Typical cost
$30K-$150K
Typical time
6-12 weeks

With MorningAI

Under 30 minutes

Included in your MorningAI platform — 4 deliverables, ready to use

What you get

  • A structured needs inventory covering the category, each need backed by evidence, intensity, and trajectory
  • A visual needs map plotting intensity against trajectory to locate the strongest opportunities
  • A gallery of compensating behaviors — the hacks and workarounds buyers use today
  • A ranked innovation shortlist framed as 'how might we' statements ready for ideation

When to use it

When starting innovation planning and you need an evidence base before ideating, or whenever you're asking where the whitespace is in a category.

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