A detailed report that provided sophisticated data analysis through tools such as Brand Battleground, What Customers Want, Stated vs. Derived decision-drivers. The report included a complex market sizing model built with primary insights and secondary data from the “top down” and the “bottom up.” Our competitive analysis revealed competitive threats previously unknown to the client. Our analysis of price pressures and buyer behavior ultimately supported the conclusion that the increased transparency provide by the worldwide web was a significant threat to margins and a new business model focused on operational excellence would need to be pursued or the company divested.