Examination of the Market: Defining It and How to Execute It

Examination of the Market: Defining It and How to Execute It

This article could help you to develop an understanding of market analysis and the procedure to perform your own investigation into the market. Gain an understanding of what market analysis entails, and the process involved when carrying out an individual market evaluation.

Market analysis is a process of gathering and interpreting information about a certain market to better understand its size, segmentation, trends, and other factors.

Market analysis is a comprehensive evaluation of the target market of your business and the competitive environment in a certain industry. This examination allows you to forecast the success you are likely to experience when you launch your brand and its products to consumers in the market.

The market analysis contains quantitative data, such as the actual size of the market you are aiming to serve, the prices consumers are willing to pay, and revenue estimates, as well as qualitative data, like customers’ values, wants, and purchasing motivations.

Doing a market analysis can be advantageous to you in multiple ways, aiding you to:

  • Identify market trends and possibilities in your industry;
  • Distinguish your business from rivals;
  • Lower the risks and expenses of setting up a new company (or changing an existing one);
  • Adapt products and services to the needs of your target customers;
  • Analyze successes and failures;
  • Enhance your marketing efforts;
  • Reach new market segments;
  • Keep an eye on your firm’s performance.

Change your business in fresh directions In researching this topic, you may come across terms with similar meanings, such as market research and marketing analytics. Here is a distinction:

Market research is the activity of gathering data about a potential market, including its customers’ needs and behaviors, for the purpose of marketing products to it efficiently.

Marketing analytics is the process of studying the metrics of certain marketing efforts, like landing page registrations and social media involvement, to increase return on investment. Here, we concentrate on market analysis as a component of an all-encompassing business plan. Keep reading to start doing your market analysis and create a strong basis for your business.

Six steps to undertake a market research investigation

This part examines six primary stages of market exploration, indicating the intention of each step and queries to steer your examination and reflections.

Investigate the sector you are working in

The idea behind this step is to develop an understanding of the larger field, so you can figure out how to participate in it, recognize patterns, and vie with other businesses. To get you started, here are some queries to consider:

  • What data can you gather about the industry from sources such as the US Bureau of Labor Statistics, BMI Research, and professional organizations?
  • How many organizations are there in this sector?
  • How big is the market in terms of the number of possible customers?
  • How much money does this industry generate?
  • What are the customary rules that firms and buyers follow?
  • What external elements have an effect on how businesses in this industry function, including laws and regulations, new technologies, worldwide occurrences, and changes in the economy and society?
  • Where are the chances to be inventive within the industry?

Look into the competitive environment

Moving ahead, you need to narrow down your focus by taking a look at the specific brands you will be up against when attempting to draw in potential customers in your preferred market.

Here are some queries to direct your exploration:

  • What are the more renowned brands in your field?
  • Who determines the fashions and captures the interest of consumers?
  • What do these brands provide, how much do they charge, and what value do they offer?
  • What sales methods, technologies, and platforms do these companies deploy to generate a customer experience?
  • How do these brands utilize content to teach and engage their viewers?
  • What can you learn from customer feedback on these brands?

Determine the unmet needs of the marketplace

With knowledge of how other companies in the same industry are performing, you will be in a favorable position to identify market gaps, make your products and services stand out from the competition, and set yourself apart. Market gaps are opportunities for you to provide something that is currently not being provided by other businesses.

Here are some questions to help you identify market gaps:

Based on your research findings, what impact will external factors such as social change and new laws have on designing products and services?

Ask your customers directly:

  • What do they wish they could find but can’t?
  • How are competitors falling short in providing products and services?
  • Considering your strengths and skills, how could you create better products and services?

Outline the group of individuals to whom you aim to market your product/service

After understanding your industry, its competitors, and the opportunities you can exploit, you must next determine the sort of clients you wish to serve. Identify your target market depending on the characteristics that will make them more likely to buy from you:

  • Out of the potential customers in your particular field of work, what specific market can you target effectively?
  • How can you describe this market in terms of its demographics (age, ethnicity, income, location, etc.) and psychographics (attitudes, values, goals, lifestyle, etc.)?
  • What is their routine life like?
  • What issues and obstacles do they confront?
  • When interacting with your competitors and posting on social media, what terms, phrases, ideas, and concepts do the members of your target market use to talk about these problems?
  • What features and benefits do your services have, and how will they provide solutions to your target market’s needs?
  • What type of marketing messages can you use to appeal to this target market, demonstrating understanding and empathy?

Determine the obstacles that would prevent someone from entering a particular market.

As you familiarize yourself with your intended audience and customize your promotions and communications to them, it is essential to have an understanding of components that may hinder your success when entering the market. To make these potential obstructions more noticeable, here are some inquiries you can consider:

  • What are the startup expenses to build your company, such as product development, technology, providers, patents, and certifications?
  • What legal necessities must you fulfill before you can begin?
  • What political, economic, and social elements may influence customers’ conduct and their willingness to buy your products?
  • How much do your main competitors invest in their advertising to gain their customers’ loyalty?
  • What do you need to do to make your offerings more attractive in terms of value, price, and ease of purchase compared to those of your competitors?

Generate an estimation of sales

Estimating future sales is the procedure of sales forecasting, which is done to make sure that you can make informed business decisions or get financing from investors and creditors. It can be beneficial to devise forecasts for certain durations, such as the subsequent three months, six months, or a year.

To construct a sales forecast, you need to answer the following questions:

  • Which items and services are you going to sell?
  • How many units do you anticipate selling during each duration, based on your market size and the behavior of your target market?
  • What expense will you assign to each product or service?
  • What is the cost of producing and publicizing each offering?

Utilize this formula to gauge your forecast: (No. of units to sell X cost per unit) — (cost per unit X No. of units) = sales forecast.

A checklist of elements to consider when conducting a market analysis

Utilize this list of items, in conjunction with the steps outlined above, to direct your market research.

Investigate the sector that you are working in.

Obtain a comprehensive appreciation of all the activities in your sector and be ready to guide yourself through it.

Analyze other businesses in the same field.

Identify the prominent companies in the market and figure out how to set your brand apart from the competition.

Pinpoint vacant places in the market.

Identify unfulfilled needs and unresolved issues in your target audience.

Specify the demographic of the customers you wish to serve.

Gather information about your customers’ individual qualities and customize your offerings and advertising to fit them.

Identify any impediments that might prevent entry.

Identify the obstacles that are blocking your path and face them directly.

Generate a prediction of sales.

Determine future revenue and make strong business choices.


The launch of a new product or service into the market, or the expansion of an existing product or service into a new market, is always a challenge. Businesses should not forget that when going through such a competition, it is always easier for you to operate with the data that this market already contains. By analyzing the market, you reduce potential risks and create a definite advantage. Information is the key to success, so analyze and apply it.

Main image by vectorjuice on Freepik

Share this post