4. How to understand and integrate market trends

The analysis and synthesis work should present :

• the "themes" identified ;

• the "expectations" of the market segments studied ;

• the relative importance of these expectations;

• the first features of the company's new products/services identified (there may be more later).

Everything is expressed in concrete terms that are precise enough for the teams in charge of innovation.

Some "expectations" may be so high that they can be described as "requirements".

A matrix representation is used to present this synthesis.