# Market Researcher > Comprehensive market research including TAM/SAM/SOM analysis, primary and secondary research methods, customer persona creation, Jobs-to-be-Done framework, competitive intelligence, and research report generation. Use when the user asks about market researcher or needs help with related topics. Do NOT use for unrelated domains or when a more specialized skill exists. - Skill: `ferroxlabs/market-researcher` (Agent Skill) - Install (CLI): `npx skillmds@latest add ferroxlabs/market-researcher` - Raw SKILL.md: https://api.skillmd.com/api/skills/ferroxlabs/market-researcher/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Docs & Writing - License: Apache-2.0 - Author: FerroxLabs (https://skillmd.com/u/ferroxlabs) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/ferroxlabs/market-researcher --- # Market Researcher ## When to Use **Use this skill when:** - The user needs TAM/SAM/SOM market sizing or wants to conduct primary and secondary market research - The user wants to create customer personas, apply the Jobs-to-be-Done framework, or validate market demand - The user needs a structured market research report with methodology, findings, and recommendations - The user wants competitive intelligence gathering as part of a broader market analysis **Do NOT use this skill when:** - The user needs deep competitive analysis with battle cards and positioning maps (use competitive-analyst instead) - The user wants strategic frameworks like SWOT or Porter's Five Forces (use swot-analyzer instead) - The user is building a full business plan (use business-planner instead) ## Process 1. **Gather requirements.** Ask the user clarifying questions about their specific context, goals, constraints, and experience level. 2. **Analyze the situation.** Review the information provided and identify key factors, challenges, and opportunities relevant to market researcher. 3. **Develop the framework.** Create a structured approach tailored to the user's needs, incorporating best practices and domain-specific considerations. 4. **Deliver actionable output.** Present specific, implementable recommendations with clear rationale, timelines, and success criteria. 5. **Address edge cases.** Proactively identify potential issues, alternative approaches, and contingency plans. **Use this skill when:** - User needs guidance on market researcher - User asks about market researcher best practices or techniques - User wants a structured approach to market researcher **Do NOT use this skill when:** - A more specialized skill exists for the specific subtopic - The request is outside the scope of market researcher ## Questions to Ask the User First 1. **What is the core research question you want to answer?** 2. **What product/service/idea are you researching the market for?** 3. **Who do you believe your target customer is?** (Initial hypothesis) 4. **What industry or sector is this in?** 5. **What geography are you focused on?** (Local, national, global) 6. **What is your budget for research?** ($0 / Under $500 / $500-5K / $5K+) 7. **What is your timeline?** (Days, weeks, months) 8. **Do you have any existing data?** (Surveys, sales data, analytics) 9. **What decisions will this research inform?** (Go/no-go, pricing, positioning, features) 10. **Is this a new market entry or expansion of an existing business?** --- ## Step 1: Define Research Objectives ### Research Brief Template ``` MARKET RESEARCH BRIEF Project Name: {{project_name}} Date: {{date}} Stakeholders: {{who_needs_this}} PRIMARY RESEARCH QUESTION: {{The single most important question this research must answer}} SECONDARY QUESTIONS: 1. {{question_1}} 2. {{question_2}} 3. {{question_3}} 4. {{question_4}} HYPOTHESES TO TEST: H1: {{hypothesis_1}} H2: {{hypothesis_2}} H3: {{hypothesis_3}} DECISIONS THIS RESEARCH WILL INFORM: - {{decision_1}} - {{decision_2}} - {{decision_3}} SCOPE: Geography: {{regions}} Time period: {{historical_range}} to present Industries: {{sic_codes_or_descriptions}} Customer segments: {{segment_definitions}} DELIVERABLES: - [ ] Market sizing report - [ ] Customer persona documents - [ ] Competitive landscape analysis - [ ] Trend analysis report - [ ] Final recommendations presentation TIMELINE: {{start_date}} to {{end_date}} BUDGET: ${{total_budget}} ``` --- ## Step 2: Market Sizing (TAM/SAM/SOM) ### Method A: Top-Down Approach ``` TOP-DOWN MARKET SIZING Start with published industry data and narrow down. TOTAL ADDRESSABLE MARKET (TAM): Source: {{industry_report_or_database}} Global market for {{category}}: ${{global_value}} Growth rate (CAGR): {{cagr}}% Projected size in {{target_year}}: ${{projected_value}} SERVICEABLE ADDRESSABLE MARKET (SAM): Apply geographic filter: {{geography}} = {{pct_of_tam}}% of TAM Apply segment filter: {{target_segment}} = {{pct_of_geo}}% of geographic Apply product filter: {{product_category}} = {{pct_of_segment}}% SAM = ${{sam_value}} SERVICEABLE OBTAINABLE MARKET (SOM): Realistic penetration rate: {{penetration_pct}}% Based on: {{comparable_company_benchmarks}} SOM = ${{som_value}} ``` ### Method B: Bottom-Up Approach (More Credible) ``` BOTTOM-UP MARKET SIZING Build from individual customer economics upward. STEP 1: Define your customer Target customer profile: {{profile}} Total number of potential customers: {{count}} Source for customer count: {{source}} STEP 2: Estimate spending Average annual spend on this problem: ${{annual_spend}} Willingness to pay for your solution: ${{wtp}} Purchase frequency: {{frequency}} STEP 3: Calculate Total potential customers: {{count}} x Average revenue per customer: ${{arpu}} = BOTTOM-UP TAM: ${{tam}} STEP 4: Apply realistic constraints Addressable customers (SAM): {{addressable_count}} x ARPU: ${{arpu}} = SAM: ${{sam}} Obtainable in 3 years (SOM): {{obtainable_count}} x ARPU: ${{arpu}} = SOM: ${{som}} ``` ### Method C: Value-Theory Approach ``` VALUE-THEORY MARKET SIZING Calculate based on value created. Current cost of the problem: ${{current_cost}} per {{unit}} Number of {{units}} affected: {{count}} Total value of the problem: ${{total_problem_value}} Your solution captures {{capture_rate}}% of value created Market size = ${{total_problem_value}} x {{capture_rate}}% = ${{market_size}} ``` ### Market Sizing Credibility Checklist - [ ] Used at least two methods and compared results - [ ] All sources are cited and verifiable - [ ] Assumptions are clearly stated and reasonable - [ ] Bottom-up math is internally consistent - [ ] Growth rates are based on historical data or analogies - [ ] TAM is not so large it seems unrealistic - [ ] SOM is achievable given your current resources --- ## Step 3: Primary Research ### 3A: Customer Interviews ``` INTERVIEW GUIDE Target: {{number}} interviews with {{customer_segment}} Duration: 30-45 minutes each Recording: {{yes/no}} (get consent) SCREENING QUESTIONS: 1. Do you currently {{behavior_related_to_problem}}? 2. How often do you {{frequency_check}}? 3. What is your role in {{decision_making}}? WARM-UP (2 minutes): - Tell me about your role at {{company_type}}. - Walk me through a typical day/week. PROBLEM EXPLORATION (15 minutes): - Tell me about the last time you {{experienced_the_problem}}. - What did you do? Walk me through the steps. - What was frustrating about that process? - How often does this come up? - What have you tried to solve this? What worked and what did not? - How much time/money do you spend on this currently? SOLUTION REACTION (10 minutes): - If I told you there was a way to {{solution_benefit}}, how would you react? - What would that need to look like for you to consider it? - What would make you NOT want to use something like that? - How much would you expect to pay for something like this? COMPETITIVE LANDSCAPE (5 minutes): - What tools/services do you currently use for this? - What do you like about them? What do you dislike? - If you could change one thing about your current solution, what would it be? WRAP-UP (3 minutes): - Is there anything else about this topic I should have asked? - Who else should I talk to about this? - Would you be open to a follow-up conversation? ``` ### 3B: Survey Design ``` SURVEY STRUCTURE Title: {{survey_title}} Target responses: {{target_n}} (minimum for statistical significance) Distribution: {{channels}} Incentive: {{incentive_if_any}} Estimated completion time: {{minutes}} minutes SECTION 1: SCREENER (2-3 questions) Q1: {{demographic_or_behavior_screener}} Q2: {{qualifying_question}} SECTION 2: CURRENT BEHAVIOR (3-5 questions) Q3: How often do you {{behavior}}? [ ] Daily [ ] Weekly [ ] Monthly [ ] Rarely [ ] Never Q4: Which tools do you currently use for {{task}}? [ ] {{option_a}} [ ] {{option_b}} [ ] {{option_c}} [ ] Other Q5: How satisfied are you with your current solution? SECTION 3: PROBLEM VALIDATION (3-5 questions) Q6: How significant is {{problem}} for you? Q7: Rank these pain points from most to least painful: {{pain_1}}, {{pain_2}}, {{pain_3}}, {{pain_4}} Q8: What is the biggest challenge you face with {{topic}}? [Open text] SECTION 4: SOLUTION INTEREST (3-4 questions) Q9: How interested would you be in a solution that {{value_prop}}? Q10: Which features would be most valuable? [Checkbox: {{feature_1}}, {{feature_2}}, {{feature_3}}] Q11: What would you expect to pay for this? [ ] ${{range_1}} [ ] ${{range_2}} [ ] ${{range_3}} [ ] ${{range_4}} SECTION 5: DEMOGRAPHICS (2-3 questions) Q12: {{company_size / role / industry}} Q13: {{age / location / other relevant demographic}} ``` ### 3C: Focus Groups ``` FOCUS GROUP PLAN Number of groups: {{count}} (3-4 recommended minimum) Participants per group: 6-8 Duration: 60-90 minutes Moderator: {{name}} Location: {{in_person_or_virtual}} AGENDA: 0:00 - Welcome and ground rules (5 min) 0:05 - Introductions and warm-up (10 min) 0:15 - Topic 1: Current experience with {{problem}} (20 min) 0:35 - Topic 2: Reaction to {{concept/prototype}} (20 min) 0:55 - Topic 3: Pricing and willingness to pay (10 min) 1:05 - Open discussion and final thoughts (10 min) 1:15 - Thank you and next steps (5 min) GROUND RULES: - No wrong answers - One person speaks at a time - We want to hear from everyone - Disagree respectfully - This is being recorded for research purposes only ``` --- ## Step 4: Secondary Research Sources ### Free Sources | Source | What It Provides | URL | |--------|-----------------|-----| | US Census Bureau | Demographic & economic data | census.gov | | BLS (Bureau of Labor Statistics) | Employment & industry data | bls.gov | | SEC EDGAR | Public company filings | sec.gov/edgar | | Google Trends | Search interest over time | trends.google.com | | Statista (free tier) | Statistics and market data | statista.com | | Crunchbase (free tier) | Startup funding data | crunchbase.com | | SimilarWeb (free tier) | Website traffic estimates | similarweb.com | | Social Blade | Social media analytics | socialblade.com | | Reddit / Forums | Unfiltered customer sentiment | reddit.com | | G2 / Capterra Reviews | Software competitor reviews | g2.com / capterra.com | | Job Postings | Hiring signals from competitors | linkedin.com/jobs | | Patent Search | IP landscape | patents.google.com | | Industry Associations | Market reports and data | (varies by industry) | ### Paid Sources | Source | What It Provides | Typical Cost | |--------|-----------------|-------------| | IBISWorld | Industry reports | $1K-5K/report | | Gartner | Technology research | $30K+/year | | CB Insights | Market intelligence | $10K+/year | | Pitchbook | VC & deal data | $20K+/year | | Nielsen | Consumer data | Custom pricing | | SurveyMonkey Audience | Survey panel access | $1-5/response | --- ## Step 5: Customer Persona Creation ### Jobs-to-be-Done (JTBD) Framework ``` JTBD ANALYSIS CORE FUNCTIONAL JOB: When I {{situation}}, I want to {{motivation}}, so I can {{desired_outcome}}. RELATED JOBS: 1. {{related_job_1}} 2. {{related_job_2}} 3. {{related_job_3}} EMOTIONAL JOBS: - I want to feel {{emotion_1}} when I {{context}} - I want to avoid feeling {{emotion_2}} when I {{context}} SOCIAL JOBS: - I want to be perceived as {{perception}} by {{audience}} - I want to avoid being seen as {{negative_perception}} JOB MAP (steps the customer takes): 1. DEFINE: {{how_they_define_what_needs_to_be_done}} 2. LOCATE: {{how_they_find_inputs_needed}} 3. PREPARE: {{how_they_set_up_to_do_the_job}} 4. CONFIRM: {{how_they_verify_readiness}} 5. EXECUTE: {{how_they_do_the_core_job}} 6. MONITOR: {{how_they_track_progress}} 7. MODIFY: {{how_they_adjust_during_execution}} 8. CONCLUDE: {{how_they_finish_the_job}} UNDERSERVED OUTCOMES (where current solutions fail): 1. {{outcome_1}}: Importance {{1-5}} / Satisfaction {{1-5}} 2. {{outcome_2}}: Importance {{1-5}} / Satisfaction {{1-5}} 3. {{outcome_3}}: Importance {{1-5}} / Satisfaction {{1-5}} Opportunity score = Importance + (Importance - Satisfaction) Highest opportunity: {{outcome_with_highest_score}} ``` ### Detailed Persona Template ``` PERSONA: {{persona_name}} IDENTITY: Name: {{fictional_name}} Age: {{age}} Role: {{job_title}} at {{company_type}} Location: {{city/region}} Income: ${{range}} Education: {{level}} Family: {{status}} A DAY IN THEIR LIFE: {{2-3 sentences describing a typical day, highlighting the moments GOALS: Professional: 1. {{goal_1}} 2. {{goal_2}} Personal: 1. {{goal_3}} 2. {{goal_4}} PAIN POINTS: 1. {{pain_1}} -- Severity: {{high/medium/low}} 2. {{pain_2}} -- Severity: {{high/medium/low}} 3. {{pain_3}} -- Severity: {{high/medium/low}} INFORMATION SOURCES: Reads: {{publications}} Follows: {{influencers/thought_leaders}} Events: {{conferences/meetups}} Social: {{preferred_platforms}} BUYING BEHAVIOR: Decision style: {{analytical / emotional / consensus-driven}} Research process: {{how_they_evaluate_options}} Budget authority: {{yes / needs_approval / influencer_only}} Key objections: {{common_reasons_they_say_no}} Purchase triggers: {{what_finally_makes_them_buy}} QUOTE: "{{A real or realistic quote this persona would say about the problem}}" ``` --- ## Step 6: Trend Analysis ### Trend Identification Framework ``` TREND ANALYSIS: {{industry/market}} MACRO TRENDS (5-10 year horizon): 1. {{trend_1}} - Evidence: {{data_points}} - Impact on market: {{high/medium/low}} - Implication for us: {{what_to_do}} 2. {{trend_2}} - Evidence: {{data_points}} - Impact on market: {{high/medium/low}} - Implication for us: {{what_to_do}} MICRO TRENDS (1-3 year horizon): 1. {{trend_3}} - Evidence: {{data_points}} - Impact on market: {{high/medium/low}} - Implication for us: {{what_to_do}} SIGNALS TO WATCH: - {{signal_1}}: Monitor via {{source}} - {{signal_2}}: Monitor via {{source}} - {{signal_3}}: Monitor via {{source}} WILDCARDS (low probability, high impact): - {{wildcard_1}}: If this happens, {{impact}} - {{wildcard_2}}: If this happens, {{impact}} ``` ### PESTLE Analysis ``` PESTLE ANALYSIS: {{market/industry}} POLITICAL: - {{factor_1}}: Impact {{+/-}} | Likelihood {{H/M/L}} - {{factor_2}}: Impact {{+/-}} | Likelihood {{H/M/L}} ECONOMIC: - {{factor_3}}: Impact {{+/-}} | Likelihood {{H/M/L}} - {{factor_4}}: Impact {{+/-}} | Likelihood {{H/M/L}} SOCIAL: - {{factor_5}}: Impact {{+/-}} | Likelihood {{H/M/L}} - {{factor_6}}: Impact {{+/-}} | Likelihood {{H/M/L}} TECHNOLOGICAL: - {{factor_7}}: Impact {{+/-}} | Likelihood {{H/M/L}} - {{factor_8}}: Impact {{+/-}} | Likelihood {{H/M/L}} LEGAL: - {{factor_9}}: Impact {{+/-}} | Likelihood {{H/M/L}} - {{factor_10}}: Impact {{+/-}} | Likelihood {{H/M/L}} ENVIRONMENTAL: - {{factor_11}}: Impact {{+/-}} | Likelihood {{H/M/L}} - {{factor_12}}: Impact {{+/-}} | Likelihood {{H/M/L}} TOP 3 FACTORS BY IMPACT: 1. {{most_impactful}} 2. {{second_most}} 3. {{third_most}} ``` --- ## Step 7: Competitive Intelligence ### Competitive Intelligence Gathering Checklist ``` For each competitor, gather: BASIC INFO: - [ ] Company name, founding date, HQ location - [ ] Funding raised and investors - [ ] Estimated revenue and employee count - [ ] Key leadership team PRODUCT: - [ ] Core product/service offerings - [ ] Pricing model and price points - [ ] Key features and capabilities - [ ] Technology stack (if visible via BuiltWith, StackShare) - [ ] Product roadmap signals (blog, changelog, job postings) MARKET: - [ ] Target customer segments - [ ] Positioning and messaging - [ ] Geographic presence - [ ] Market share estimates MARKETING: - [ ] Website traffic (SimilarWeb) - [ ] SEO keywords (Ahrefs/SEMrush free tools) - [ ] Content strategy (blog topics, frequency) - [ ] Social media presence and engagement - [ ] Advertising (Facebook Ad Library, Google Ads Transparency) CUSTOMER: - [ ] Customer reviews (G2, Capterra, Trustpilot) - [ ] Case studies on their website - [ ] NPS or satisfaction data (if available) - [ ] Common complaints and praise themes STRATEGIC: - [ ] Recent partnerships or acquisitions - [ ] Hiring patterns (what roles are they filling?) - [ ] Patent filings - [ ] Regulatory filings or compliance certifications ``` --- ## Step 8: Research Report Template ``` MARKET RESEARCH REPORT Title: {{report_title}} Date: {{date}} Prepared by: {{researcher}} Prepared for: {{stakeholders}} EXECUTIVE SUMMARY (1 page) - Research objective: {{objective}} - Key finding 1: {{finding}} - Key finding 2: {{finding}} - Key finding 3: {{finding}} - Primary recommendation: {{recommendation}} 1. RESEARCH METHODOLOGY 1.1 Research objectives 1.2 Methods used (primary, secondary) 1.3 Sample description 1.4 Limitations and caveats 2. MARKET OVERVIEW 2.1 Market definition 2.2 Market size (TAM/SAM/SOM) 2.3 Market growth and trends 2.4 PESTLE factors 3. CUSTOMER ANALYSIS 3.1 Customer segments identified 3.2 Customer personas 3.3 Jobs-to-be-Done analysis 3.4 Unmet needs and opportunities 4. COMPETITIVE LANDSCAPE 4.1 Competitor profiles 4.2 Competitive positioning map 4.3 Feature/capability comparison 4.4 Pricing comparison 4.5 Market share estimates 5. KEY FINDINGS 5.1 Finding 1: {{title}} -- {{detail}} 5.2 Finding 2: {{title}} -- {{detail}} 5.3 Finding 3: {{title}} -- {{detail}} 5.4 Finding 4: {{title}} -- {{detail}} 5.5 Finding 5: {{title}} -- {{detail}} 6. RECOMMENDATIONS 6.1 Strategic recommendation 1 6.2 Strategic recommendation 2 6.3 Strategic recommendation 3 6.4 Next steps and further research needed APPENDICES A. Raw survey data B. Interview transcripts (anonymized) C. Detailed competitor profiles D. Data sources and bibliography ``` --- ## Research Quality Checklist - [ ] Research questions are clearly defined before data collection - [ ] Multiple sources were used to triangulate findings - [ ] Sample size is sufficient for the conclusions drawn - [ ] Primary research followed ethical guidelines (consent, anonymity) - [ ] Bias in research design has been identified and mitigated - [ ] All data sources are cited - [ ] Findings are actionable, not just informational - [ ] Limitations are honestly disclosed - [ ] Report distinguishes between facts and interpretations - [ ] Recommendations are directly supported by the research data ## Output Format Deliver the response as a structured document with clear headings and actionable content. Use tables for comparisons, numbered lists for sequential steps, and bullet points for options. Include specific examples where applicable. ``` [Market Researcher deliverable] 1. Context and objectives 2. Analysis or framework 3. Specific recommendations with rationale 4. Action items with timeline ``` ## Example **Input:** "Help me with market researcher for a mid-size project." **Output:** A complete market researcher framework tailored to the specific context, with actionable steps, relevant considerations, and measurable outcomes. ## Edge Cases - **Incomplete information:** Ask clarifying questions before proceeding rather than making assumptions - **Conflicting requirements:** Identify trade-offs explicitly and present options with pros and cons - **Scale mismatch:** Adapt recommendations to match the user's context (individual vs. team vs. organization) - **Domain crossover:** When the request overlaps with other skill domains, address what falls within scope and reference specialized skills for the rest