Define the business change
A new launch, international expansion, merger and category repositioning require different research and stakeholder involvement. State the decision the work must enable.
Price research separately
Customer interviews, search analysis, competitor review and quantitative studies carry different costs and confidence. Ask what evidence will be collected and where assumptions will remain.
Clarify workshop and decision rights
Workshops organise evidence and choices; they do not replace market research. Identify participants, final decision maker and the decisions expected from each session.
Specify the outputs
Audience, competitive frame, promise, proof, message hierarchy, architecture and implementation principles should be explicit. Naming and identity may be separate scopes.
Include rollout requirements
International adaptation, sales materials, website, training and governance can cost more than the core strategy. Compare proposals on the same implementation boundary.
How ICON IMAGE scopes positioning
ICON IMAGE links market intelligence, brand position, evidence and international communications, then builds a phased scope around the next commercial decision.
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