Need the best-available intelligence on your market?
The most thorough and reliable way to conduct Market Size Analysis research is through a process we call “Triangulation.”
Whether you are sizing a market your company currently is in, is soon entering, or is being considered for potential growth, there is a lot at stake.
Misunderstanding the size of your target market or miscalculating the potential upside gain or downside risk associated with a given market opportunity can have significant ramifications on the future of your business.
Our newly released eBook, “Understanding Markets in Motion: Triangulated Market Sizing to Drive Where to Play,” provides a detailed overview of why leadership is embracing this methodology, how Triangulation works, and the benefits realized through this robust approach to market sizing.
The version above is a preview of our full-length, in-depth eBook (available below). The full-length eBook explores the triangulation methodologies introduced in the overview in greater detail, including deeper analysis and an illustrative case study.
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What’s Inside:
Market Size Triangulation research projects often stem from key strategic questions raised to ensure businesses keep their “eye on the prize.”
- Are we selling to the right customers through the right channels?
- Are we keeping up with the market?
- What are the biggest opportunities that could drive revenue growth?
- Have new competitors emerged that threaten our market position and share?
The Martec Group employs this Triangulated research approach to answer such questions, which encompasses three primary sources of information:
📓 Published Information
Published data often is useful as a starting point, but has accuracy and growth limitations, and can become outdated over time.
⬇️ Top-Down Insights
Top-Down Insights focus on what was sold, but typically don’t include robust statistical insights such as purchase incidence, purchase frequency, preferred channel, or other purchaser-centric metrics.
⬆️ Bottom-Up Insights
Bottom-Up Insights reveal “what was purchased,” but such inputs are recall-based and could be skewed by poor memory and (aspirational) brand halos.
It is only through the combination of all three sources of information that one can triangulate a true, data-informed market size. When taken together and examined in totality, this intelligence triangle allows us to zero in on a much tighter, far more precise, and further validated range of a given market size.
Triangulation provides all three legs of the critical stool of intelligence.
