Part of Data & Insights (The Senses) | Context (Culture)
A regular scan of what’s changing outside your business that could reshape demand or change the rules of the category. This includes regulation, economic pressure, new technology, and shifts in how the category is growing or shrinking.
It helps you spot change early, before it shows up in sales. It also stops strategy being built on last year’s conditions.
Related terms: Demand Signals, Risk Watch, Competitive Audit
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