Market Analysis
Know your market inside out. A clear view of size, segments, competition and barriers before you commit.
- Size by volume and value
- Segments and buyers
- Barriers and regulation
What is market analysis?
Market analysis is a quantitative and qualitative assessment of a market. It looks at the size of the market in both volume and value, the different customer segments and buying patterns, the competition, and the economic environment, including barriers to entry and regulation.
The market analysis section of a business plan should show investors two things: that you know your market, and that the market is large enough to build a sustainable business.
What market analysis tells you
A complete picture of the market you plan to enter or grow in.
Market size
Measured in both volume and value.
Customer segments
The different groups that buy in the market.
Buying patterns
How, when and why customers buy.
Competition
Who you are up against, and their position.
Economic environment
The conditions that shape demand.
Barriers and regulation
What makes entry and operation harder.
What a good analysis proves
You know your market
A clear, evidence-based picture of customers, competitors and conditions.
The market is big enough
Enough demand to build a sustainable business.
How we structure a market analysis
We recommend this six-part structure.
Demographics and segmentation
Who is in the market and how it divides.
Target market
The segments you should focus on.
Market need
What those customers need and value.
Competition
Who else serves them, and how well.
Barriers to entry
What stands in the way of new players.
Regulation
The rules that govern the market.
What can market research tell you?
Research exists to reduce risk, whether you are entering a new market, building a brand, launching a product or testing a campaign. Pick a question to see what we find out and how.
How big is the market, and who holds it?
Before entering or expanding, know the real value and volume of the market and where it is heading.
What you learn
- Market value and units sold each year
- Historical size trends
- Key consuming segments
- Competitors and their shares
- Route to market
How we find out
- Published market reports
- Desk research
- Surveys on consumption and brands bought
How do people use and feel about your products?
Understand awareness, attitudes and buying habits across your category.
What you learn
- Awareness of suppliers
- Attitudes to suppliers and products
- Volume and frequency of purchase
How we find out
- Telephone surveys
- Online and face-to-face interviews
- Focus groups
How satisfied are your customers, really?
See what matters most in a buying decision and how well you perform on each point.
What you learn
- What customers rate as important
- Satisfaction on each issue
- Views of potential customers too
How we find out
- Telephone surveys
- Online surveys
- Face-to-face interviews
Are your campaigns and promotions working?
Test messages before you spend, and measure results after the campaign.
What you learn
- Key messages that land
- Effectiveness of adverts
- Effectiveness of promotions
How we find out
- Focus groups
- Face-to-face interviews
- Before and after surveys
How strong is your brand?
Know how many people recognise your brand, what it stands for, and whether it wins the sale.
What you learn
- Brand awareness
- Values people attach to the brand
- Influence on purchase decisions
How we find out
- Focus groups
- Telephone interviews
- Face-to-face interviews
What is the right price?
Find the price people will pay, and how much each feature is worth to them.
What you learn
- Optimum price points
- Value placed on each feature of the offer
How we find out
- Research in test markets
- Trade-off (conjoint) analysis
Will people buy your new product?
Test products with real users before launch, and fix problems while it is still cheap.
What you learn
- Likelihood of purchase
- Attitudes to each product variant
How we find out
- Hall tests
- Focus groups
- Quantitative research
Which customer groups should you target?
Split your market into groups that behave alike, and focus spend where it counts.
What you learn
- Segments by demographics
- Segments by behaviour
- Segments by needs
How we find out
- Quantitative surveys
- Factor analysis
- Cluster analysis
Show that you know your market, and that it is big enough to build a lasting business.
Pannel Plus Market Research CompanyMarket Analysis: common questions
Quick answers about how this service works.
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Plan your market analysis project
Tell us what you need to find out. We will suggest the right approach and send a clear quote.