White space analysis that finds the gaps worth entering next.

White space analysis is the search for parts of a market that no brand serves well yet: shopper segments, product formats or geographies with demand and little competition. In business, white space is that unserved gap, and the analysis checks that shoppers want what would fill each one and that enough of them exist. One Nextyn example is dairy packaging research across APAC that mapped needs by segment and country and located the formats worth building for. Nextyn tests each gap with shoppers, retailers and category experts, and has researched retail and CPG categories in 85+ countries.

A Nextyn white space analysis delivers three outputs: an opportunity map by segment, format and market, a sized and ranked shortlist of gaps, and the entry requirements for each priority opportunity. Each output comes from primary research with shoppers and the trade, not from desk research alone:

• Opportunity map: where demand exists and current brands serve it poorly
• Ranked shortlist: each gap sized on demand and reachability
• Entry requirements: the channel, trade and competitive barriers to clear for each priority gap

Nextyn interviews the four groups that can confirm a gap is real: shoppers, retail buyers and store managers, distributors, and category experts and competitors. Each study draws its sample from these groups, matched to the category and the markets in scope, and checks claims against what is on the shelf:

• Shoppers, including those the category serves poorly today
• Retail buyers and store managers, who know what is missing from the range
• Distributors, who know what it takes to reach each gap
• Category experts and competitor executives, who know where rivals are heading

Nextyn runs white space analysis in the United States and Canada, among other markets, and the retail and CPG practice has researched categories in 85+ countries and 50+ languages. Markets are agreed at scoping, and a market the client does not yet sell in can be covered, with the shoppers, channels and competitors the brand would face there. Recent Nextyn examples include a 20-market household-care study that informed format and launch priorities.

Nextyn recommends white space analysis before a portfolio review, a new product development cycle or a move into a new market, while the choice of where to play is still open. At that stage a gap that turns out to be empty costs a study, not a launch. Nextyn sends a research plan within 48 hours of the brief, stating who will be interviewed and what the work costs.

A Nextyn white space analysis runs in four steps, from brief to read-out, and nothing is commissioned until the client approves the plan. The client sees the sample, method and price before any fieldwork, and reads every interview with the Nextyn team at the end.

1. Submit the brief: the category, the markets and the growth decision the research must settle.
2. Receive a plan within 48 hours: who Nextyn will interview, how, and what the work costs.
3. Approve the plan: fieldwork starts only after sign-off.
4. Review the read-out: every interview read together, showing where shoppers, retailers and experts agree, where they conflict and what is still open.

Nextyn sends a white space analysis plan within 48 hours of receiving the brief, stating who will be interviewed, how, and what the work costs. The plan sets the fieldwork length for the categories, formats and markets in scope, so a single-category scan and a multi-market entry study each get their own timeline. Nothing is commissioned until the client approves the plan.

Nextyn's white space analysis looks for the parts of a category that are underserved and tests whether each is worth entering, while a market sizing report measures the category as a whole. Sizing says how big the market is, and white space analysis says where in it a brand can still win.