Playbook
Category Needs Miner
Outcome: 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.
Mine user-generated data across a category — reviews, communities, social content, complaint threads — to surface unmet needs, distinguish steady from emerging demand, and locate the pain points worth innovating against.
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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