Demand Spaces have become very popular, and lots of clients are asking whether they need them.
And, annoyingly, the answer is maybe – it comes down to the business question you are trying to answer.
Demand Spaces show you where the current and future value exists in a given category – which makes them particularly useful for growth challenges that include a question about where to play.
For example in brand portfolio, brand architecture or innovation strategy challenges. They provide clear direction of spaces to drive, spaces to defend, spaces to build and spaces to deprioritise
Where they are not best placed is for activities when you know where the opportunity exists, but you are looking for further detail on how to activate it.
For example, when positioning a brand or creating comms, Demand Spaces provide an excellent jumping-off point, but you are likely to need deeper and richer insight to go alongside them, and if budgets are limited you may want to focus your resources on other tools.
So – whether you need Demand Spaces depends on your question.
