Opportunity identification is the process of recognizing and evaluating potential opportunities for innovation, growth, or improvement within a specific industry, market, or organization. This research area involves conducting market research, trend analysis, and customer feedback to identify gaps, unmet needs, or emerging trends that represent potential opportunities for new products, services, or business models. Researchers in this area may use a variety of methods such as competitor analysis, customer surveys, focus groups, and technology forecasting to identify and evaluate potential opportunities. The goal of opportunity identification research is to provide organizations with actionable insights and strategic guidance on how to capitalize on new opportunities and stay ahead of the competition.