When you’re developing and launching products, understanding unmet needs in the category is not only essential – the earlier you do so, the better. Otherwise you may discover, too late, that your product is out of sync with market perceptions and needs. in-sync’s Map the Gap process gives our clients a comprehensive lay of the land, showing them where category needs are met, unmet and emerging – and where white space waits for a new product to enter the category. This gives our clients the early insights to better shape their product development and to plan their pre-launch marketing to capture fresh brand space.