"Niche markets are distinct from mass-markets in two important ways. First, niche markets are, by definition, focused and serve consumers with specialized preferences.
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The search for a profitable niche market begins with the search for less-than-satisfied customers-those whose needs are not being met by existing offerings. In their book, Positioning: The Battle for Your Mind, Al Ries and Jack Trout argue that understanding the customer is the first-step in the battle to create a position in the customer’s mind: “…you have to get off your pedestal and put your ear to the ground. You have to get on the same wavelength as the prospect.”
If listening is hard, making sense of what one hears may be even harder.
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What do prospective customers value and why will they buy (and not buy) your product? Theory cannot provide conclusive answers to these questions. The answers must be discovered by experience, experimentation and evidence."
Trechos retirados de "Strategy in Niche Markets"
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