Forintek and its members have recognized the need to introduce more market pull information for both the conceptualization and implementation of individual research and development projects. This project develops a methodology to critically analyze opportunities for competitive advantage for Canadian wood products in our markets. The objectives of this project were to develop a methodology for identifying what wood product attributes are being demanded in Japan by end-use and to record wood product flow information with as much product detail as possible; identify trends over the past five years, identifying products with which Canadian products have or are beginning to compete (including Japanese domestic production); and to develop a methodology to incorporate product detail into a trade-flow model. Japan was used as an illustration of the methodology, but it is designed to be generic enough to apply to any market segment.