The question of “what does the consumer want?” is probably as old as business itself. In the age of almost unlimited purchasing and procurement options, both online and offline, the question is more urgent than ever: does my offer meet the demand (well enough)? Or are there differences or even entire areas of demand for which I am not visible as a supplier, although I could serve them?

Whereas in earlier times it was quite tedious to keep an eye on the market, what was going on in the market and the competitors, today completely new possibilities are opening up, which take particular account of the highly dynamic nature of the markets. With these new tools, marketing now has easier and faster ways to analyze and understand the desires, goals and needs of the respective target group(s) in a much better and more granular way. Thus, actions and campaigns can be planned and implemented with precision in a way that was hardly known before.