Market research is conducted to gather information about target markets and customers, a critical component of business strategy. Market analysis studies the attractiveness and the dynamics of a specific market within an industry. The goal of market analysis is to determine the attractiveness of a market, both now and in the future.

Market Research and Analysis can entail the following dimensions:

  • Market information
  • Market segmentation
  • Market trends
  • SWOT (strengths, weaknesses, opportunities, and threats) analysis
  • Customer analysis
  • Choice modelling
  • Competitive analysis
  • Comparative analysis
  • Risk analysis
  • Product research
  • Advertising the research
  • Marketing mix modeling
  • Market size (current and future)
  • Market trends
  • Market growth rate
  • Market profitability
  • Industry cost structure
  • Distribution channels
  • Key success factors
  • Key success details