This is the most time-consuming step in the Blue Ocean Shift process. There are six paths that your team needs to follow; you should break your team up into two or three groups per path and start gathering data. Industry is the first path, what are you offering and who is your competition? Strategic Groups is the next, find what industry uses similar business models as you do and interview people who use your two biggest competitors to find out why and what might make them change providers. Look into your Buyer Group; there is a whole line that your product goes down when it's purchased, find out your chain of buyers and figure out what obstacles they face based on the pain point chart. Two other paths are Scope of Offering (what are all the possible avenues of use for your product?) and Offer Appeal. Offers appeal to people either based on price, emotion, or use- perhaps you can shift into more appeals. Finally, Trends Over Time: what's your 5 plan year and in those 5 years what might consumers shift and do regarding interesting your product?