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Oct 22 2026
What market question is next?
Overview
Euromonitor International’s communication, “What Market Question Is Next?”, introduces Passport as a market-intelligence platform designed to help organisations move efficiently from a business question to supporting evidence and a defensible decision. The platform combines market information with expert context to support growth planning and strategic decision-making.
Passport is intended to help professionals identify important market changes, understand their implications and determine where to pursue growth, establish priorities or reduce risk. Its evidence-based approach also helps teams develop recommendations that can be clearly explained and defended across functions and leadership groups.
Details
Platform Information
Communication: What Market Question Is Next?
Platform: Passport
Organisation: Euromonitor International
Category: Market-intelligence and business-research platform
Research foundation: The platform is supported by Euromonitor International’s 50 years of market-research experience.
Primary objective: To help organisations convert market questions into evidence-based and defensible business decisions.
Decision-Making Challenge
Pressure on decision-makers: Professionals across business functions are expected to make decisions more quickly while demonstrating the evidence supporting their recommendations.
Market uncertainty: Changing consumer behaviour, competitive conditions, economic developments and industry trends can make strategic choices difficult.
Evidence requirement: Business recommendations must be supported by information that is relevant, reliable and capable of withstanding scrutiny.
Speed and confidence: Organisations need research processes that reduce the time between identifying a question and taking informed action.
Cross-functional alignment: Evidence must be understandable to colleagues and leaders working across different teams and areas of expertise.
From Question to Decision
Question identification: Passport can be used to investigate business questions concerning markets, categories, competitors, consumers and future demand.
Evidence gathering: The platform provides market intelligence that can help users examine the factors relevant to a particular decision.
Expert context: Research is supported by interpretation intended to explain the meaning and potential business consequences of market developments.
Recommendation development: Users can organise evidence into a recommendation addressing a defined commercial or strategic question.
Decision support: The intended result is a course of action that is informed by evidence and can be explained to relevant stakeholders.
Understanding Market Change
Trend identification: Passport can help organisations recognise important changes taking place across industries and markets.
Business implications: Users can evaluate what a market change may mean for the specific decision, product portfolio or strategic priority before them.
Emerging demand: Market evidence can indicate where new consumer needs, category opportunities or geographic sources of demand may be developing.
Competitive environment: Organisations can use market intelligence to understand how competitors and industry structures are changing.
Future planning: Understanding both present conditions and longer-term developments can improve strategic preparedness.
Growth and Prioritisation
Growth opportunities: Passport is designed to help users identify markets, categories, consumer groups and channels with potential for expansion.
Market selection: Evidence can support comparisons among different geographic and commercial opportunities.
Resource allocation: Research can help organisations determine where to concentrate investment, personnel and management attention.
Strategic priorities: Teams can use comparable market information to rank potential initiatives according to relevance and opportunity.
Portfolio decisions: Market intelligence can inform decisions about which products, services or markets should receive greater investment.
Risk Reduction
Risk identification: Market research can reveal economic, competitive, regulatory and consumer-related risks that may affect a proposed strategy.
Assumption testing: Teams can compare internal expectations with external evidence before committing significant resources.
Uncertainty reduction: Reliable evidence cannot eliminate uncertainty, but it can clarify the range of plausible outcomes and the factors influencing them.
Decision resilience: Recommendations supported by evidence may be easier to revise when market conditions or organisational priorities change.
Defensible Recommendations
Human-built evidence: Euromonitor emphasises research developed and interpreted with human expertise.
Explainable reasoning: Users can connect a recommendation to the information, assumptions and market developments supporting it.
Internal communication: Clearly organised evidence can help teams communicate proposed decisions to senior executives and cross-functional colleagues.
Consistent foundation: Using a common source of market intelligence can reduce disagreement arising from teams relying on incompatible evidence.
Confidence in action: When supporting evidence remains credible under examination, organisations can make and defend decisions with greater confidence.
Further information: Organisations interested in using Passport may explore the platform through the link included in the original Euromonitor International communication.
Disclaimer: The information provided in this News Bulletin is for informational purposes only. The Learning Centre does not facilitate or provide recordings, additional data, access, or any other related information concerning the events/resources listed.
