Market Intelligence Deep Dive
A step-by-step guide to navigating and interpreting the Market Intelligence feature in Rove - illustrated with Rove Nature's Lather™ | Territory: 🇦🇹 Austria | Category: Other Shower & Bath
Stage 1
Overview and Score
When you open your product in Rove and navigate to Market Intelligence, the first thing you'll see is a summary and a score. The score tells you how strong the market is and what the opportunity for entry looks like at a glance.
💡 Reading the score: The score reflects market strength and entry opportunity for your product in the selected territory. Read it alongside the summary for full context before diving into the detail below.
Stage 2
Growth & Consumer Demand
Scroll down from the summary to find the Growth & Consumer Demand section. This tells you how big the opportunity is - whether online or physical retail dominates the category, and whether the market is growing or shrinking, and by how much.
💡 Why this matters: This section answers the fundamental question of whether the category represents a worthwhile opportunity.
Stage 3
Granular Market Size Data
Where the data sources are robust enough, Rove surfaces more granular market sizing data for the territory. This gives you a more precise view of the market's value and scale.
💡 Tip: Drop-down the 'Learn more about ECDB data' and 'Why market size may vary' to learn more about how market data calculations are made.
Stage 4
Market Analysis
Next, you'll find the Market Analysis section. This summarises the best ways to enter the market - whether that's through physical retail, online, or a combination - and when.
This is a concise, actionable summary of the landscape. As with all sections in Rove, the data sources are fully transparent so you can see exactly where the information is drawn from.
Stage 5
Best Fit Retailers (Where to Play)
The Best Fit Retailers section is your where to play view for retail in your specific category. It is split into the Top Physical Retailers for the territory and the Top Online Retailers for the territory: you can toggle between the two.
These are the partners you need to be speaking to if you're looking to enter this market. Rove can also help facilitate introductions through Rove Secure.
💡 Note: The layout of every Market Intelligence scan is consistent across all territories so comparisons can be made - it's the information and specificity that changes, not the structure.
Stage 6
Competitor Analysis
The Competitors section surfaces the most relevant competitors to your product, assessed specifically on proposition. This section gives you everything you need to understand the competitive landscape: the gaps in the market where your product can differentiate, the competitor strengths you're up against, the competitor challenges where they are vulnerable relative to your proposition, and pricing shown in both local currency and US dollars, so you can make comparisons across multiple territory scans.
💡 Tip: Look where the pricing for comparable products sits and either evaluate the RRP you have in mind, or use it as a clear steer on where to position your entry price point.
Stage 7
Search Trends
The Search Trends section tells you what people are searching for in this territory, when they're searching for it, and any rising trends and queries. Importantly, search terms are localised into the relevant language and translated for you.
💡 Tip: If there is limited search activity around your category terms, this can indicate one of two things - either a strong untapped opportunity for entry, or low consumer interest. In either case, it directly informs your marketing approach.
Stage 8
Seasonality Patterns and Shopping Peaks
Aligned with the search trends data, Rove also provides Seasonality Search Volume Patterns and Shopping Peaks specific to each territory. These suggest the best points in the year to sell, when to activate discounts and offers or when might be best to make your market entry.
💡 Tip: Look out for the sales uptick you could expect during Shopping Peaks!
Stage 9
Key Cultural Insights & Market Milestones
This section brings together everything Rove knows about the territory in the context of your product and category - including key cultural trends (what consumers in this market are interested in and looking for) and a market milestones timeline (laws, events, conversations, and shifts that are relevant to your category).
💡 Tip: Hit the Show More button to see more Market milestones!
Stage 10
AI-Powered Proposition Sandbox
At the bottom of the scan sits the AI-Powered Proposition Sandbox. This takes all of the information from your product and from the full Market Intelligence page, and generates a tailored recommendation to help you refine your proposition for this specific market.
💡 Tip: Get more suggestions by hitting the red button!