The purpose of a Marketplace Insights framework is to identify opportunities based on insights from your marketplace research. The framework allows marketers to organize findings and insights in a way to see larger themes and patterns more easily. The columns represent the high-level process of moving from research to analysis to ideation. The rows capture the different dimensions of your research based on the nature and scope of your marketing initiative. The framework can be used at the beginning of an initiative to plan your research, but is more useful to consolidate the resulting findings. The Marketplace Insight framework gives you a strategic through line that connects your research to recommendations.