thinking freely, creatively or from a new perspective, to help find solutions to problems outside-the-box thinking / blue-sky thinking a method of analysing a business situation, with four aspects: strengths, weaknesses, opportunities and threats a SWOT analysis the gathering and analysis of information about what consumers want market research the extent to which the public are aware of a product, company or brand brand awareness results that are not totally certain, because they are based on guesses or incomplete information speculative results the bringing together of many things into a single unit consolidation a highly profitable business or product a cash cow a decision to give somebody a job an appointment