Need the best-available intelligence on your market?
The most thorough and reliable way to conduct TAM Analysis research is through a process we call “Triangulation.”
In the fast-paced world of private equity (PE), making well-informed investment decisions is critical to delivering returns to limited partners (LPs) and maintaining a competitive edge.
Misunderstanding the size of your target’s 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 Market Analysis Whitepaper offers a detailed exploration into why leadership is embracing this methodology, how Triangulation works, and the benefits realized through this robust approach to market sizing.
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👉 To view a preview of the full-length, in-depth whitepaper available above, click here >> (no form fill required). The preview provides a high-level overview of the triangulation methodologies explored more deeply in the full-length document, which provides deeper analysis and an illustrative case study.
What’s Inside:
Market Size Triangulation research projects often stem from key strategic questions raised to ensure investors keep their “eye on the prize.”
- Is the potential target selling to the right customers through the right channels?
- Is it keeping up with the market?
- What are the biggest opportunities that could drive revenue growth?
- Have new competitors emerged that threaten the target’s 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Published data often is useful as a starting point, but has accuracy and growth limitations, and can become outdated over time.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.
