Supplier

Customer

Consumer

Customer Needs

Market Research

Primary (or field) research

Survey

Respondents

Questionnaire

Focus group

Secondary (or desk) research

Qualitative data

Quantitative data

Market segment

Price sensitive

Market Map (Perceptual Map or Positioning Map)

Gap in the market

Product range

Brand

Brand Image

Added Value

Unique selling point or USP

Franchise

Franchisee

Franchisor