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                    IWU(EIIE STRUCTUI~


            - tON92ER Mab

            ~ maPAL pUING

                  mTR1IWC(ET (RLL SHOKIL)

                  ~ IDO(TIM HEEDS I OPPORTUNITIES

                  ~ ESTRB1ISH PRIORITIES

                  · n4RKaIN6 PLAN

                  · SPECI#IWI OpWIIIH6 6RWPS

                        - tOnnUNICATIONS


                        - SAIFS


                        - OPEPAIIONS

                    · ,invlosinaPi an~Nmlwlol oi ~nla ~uu


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                      ~WIKET nONI'TORING
      e~UBePSt~
            - UNDERSTAND U1HSUHER BEHAVIOR
            - REUIGNIZE ~W~6E
             INVESTIGATE REASON FOR CHP~GE
            - IOENTIM OPPORTUNITY
            - DEVELOP SOLUTION


            - CPLATE PROJECT


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                  ~WU(ET RONITORING - ON-60fN6


     SYSIE~
            - INWSTRY FORECAST - POPULATION X INCIDBCE X USA~E
            · rWU(ET ~DEL - TOTAL ~WU~T SHARE FOPTCAST BV BR~WD
            - DYNI~HIC nonu
                  I SWITCHING


                  · U]NSUHER SHARE


                  I STARTINtilWITTING


            · IDWTIFY PND INYESTIGA~ O1ANGES


            - CONCEPT DEVELDPHDFT


            · COKDJHER RESEARCH YUIIFICATION
            - PROJECT D~I~NITION
            - R g D OEVEIOPIIEYI
            - tDNSUFIER RESEARU1 MRIFI~1TION


            - FORECAST


            - PRIORITY RYD RESOURCE ALLOCATION


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                      naJU(ET EIONITORING


      UIPLS;

             I U]NSUI~R INFOR~ATION
                  I SIATSCAN- POPULATIONI ODIOGR9PHICSI TRDIRS
                  · DTHUI PUBLIC SOURCES
                  I ~OHITOR · SYS~1IIC INCIDENCE, IffAGE snmv
                   G,nlA~ - SYSTW\TIC S~KER STUDY -
                        - BRAND CHOICE
                        - SWITU(ING
                        - STARTINGIOUITTING
                        - UIPISIIS

                  · 1~A6E STUDY
                  · ~ HOC PUALIWIVE
                  1 AO HOC QUANTITATIVE .
                  I VIKING

             -SAIES INFOR~ATION
                  I INDUSTRY MCHANGE
                  I NIEISW
                  RETAIL AUDITS
                  I FIEUI REPORTS


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