Which process involves identifying niche markets dissatisfied with current offerings?

The process of identifying niche markets that are dissatisfied with current offerings is closely tied to market segmentation. This approach involves dividing a broad market into smaller subsets of consumers who have unique needs, preferences, or characteristics. By focusing on specific segments, businesses can gain a clearer understanding of the particular challenges or gaps that these groups face with existing products or services. This allows them to tailor their marketing strategy or develop new products that better serve these niche markets, thus addressing any dissatisfaction.

In market segmentation, the goal is to pinpoint distinct categories of consumers who may be overlooked by mainstream offerings. By doing so, companies can create targeted messaging and develop products that resonate more specifically with these audiences, enhancing customer satisfaction and loyalty.

The other options, while related to marketing strategies, serve different functions. Product positioning is about defining how a product is perceived in the marketplace relative to competitors; trend analysis focuses on examining patterns in consumer behavior over time; and consumer research involves gathering insights directly from consumers regarding their preferences and buying habits. While all of these processes contribute to understanding the market, identifying niche markets dissatisfied with current offerings is most accurately encapsulated by market segmentation.