# Market Research

> When to activate: market research, TAM SAM SOM, market sizing, market segmentation, trend analysis, primary research, secondary research, focus groups, survey design, industry analysis

- Skill: `mattakushi432/market-research` (Agent Skill)
- Install (CLI): `npx skillmds@latest add mattakushi432/market-research`
- Raw SKILL.md: https://api.skillmd.com/api/skills/mattakushi432/market-research/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Research & Search
- Author: Mattakushi432 (https://skillmd.com/u/mattakushi432)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/mattakushi432/market-research

---


# Market Research Patterns

## Market Sizing

### TAM / SAM / SOM Framework
| Level | Definition | How to Calculate |
|-------|------------|-----------------|
| **TAM** (Total Addressable Market) | Everyone who could ever buy | Top-down: industry reports; Bottom-up: # potential buyers × ARPU |
| **SAM** (Serviceable Addressable Market) | Segment you can realistically reach | TAM × % that matches your ICP |
| **SOM** (Serviceable Obtainable Market) | What you can realistically capture | SAM × realistic market share in 3-5 years |

### Top-Down Sizing
```
Example: B2B Project Management SaaS

Industry report: Global PM software market = $6.5B (2024)
Growing at 13% CAGR
Target segment: SMBs (10-500 employees) = ~40% of market
Geographic focus: US + UK = ~35% of global

TAM = $6.5B × 40% × 35% = $910M
SAM = $910M × 60% (tech-enabled SMBs) = $546M
SOM = $546M × 2% (Year 3 target share) = $10.9M
```

### Bottom-Up Sizing
```
Target buyer profile: Marketing directors at B2B SaaS companies

US B2B SaaS companies: ~25,000 (CB Insights)
Companies with 50-500 employees: ~8,000 (60% have marketing director)
Marketing directors: ~4,800

Qualified: ~30% would buy this category = 1,440 buyers
ACV: $8,400/year

SAM = 1,440 × $8,400 = $12.1M
```

## Market Segmentation

### Segmentation Dimensions
| Dimension | Variables | Use When |
|-----------|-----------|----------|
| **Demographic** | Age, income, education, gender | Consumer products |
| **Firmographic** | Company size, industry, revenue, geography | B2B products |
| **Psychographic** | Values, lifestyle, personality | Brand-driven products |
| **Behavioral** | Usage rate, occasions, benefits sought | Mature markets |
| **Job-to-be-done** | What outcome they're trying to achieve | Innovation |

### Segment Evaluation Criteria
Score each segment 1-5:
- **Size** — How large is the segment?
- **Growth** — Is it growing?
- **Accessibility** — Can you reach them efficiently?
- **Profitability** — Will they pay enough?
- **Fit** — Does your product solve their job well?
- **Competition** — How crowded is this segment?

## Primary Research Methods

### Interviews (Qualitative)
**Best for:** Uncovering unknown unknowns, deep motivations, job-to-be-done discovery

**Sample size:** 10-15 per segment (saturation usually occurs by 12)

**Interview guide structure:**
```
1. Warm-up (5 min)
   "Tell me about your role and what a typical week looks like"

2. Current state (15 min)
   "Walk me through how you currently handle [problem area]"
   "What does that process look like step by step?"
   "What's the hardest part about that?"

3. Exploration (15 min)
   "Tell me about the last time [problem] happened"
   "What did you do? What tools did you use?"
   "What did you wish existed?"

4. Wrap-up (5 min)
   "Is there anything I didn't ask that you think is important?"
   "Who else should I talk to?"
```

### Surveys (Quantitative)
**Best for:** Validating hypotheses, quantifying segment size, NPS, willingness to pay

**Minimum sample sizes:**
| Confidence | Margin of Error | Sample Size (Large Population) |
|------------|-----------------|-------------------------------|
| 90% | ±5% | 271 |
| 95% | ±5% | 385 |
| 95% | ±3% | 1,067 |
| 99% | ±3% | 1,843 |

### Focus Groups
**Best for:** Exploring reactions to concepts, messaging testing, creative exploration

**Structure:**
- 6-10 participants per group (not friends/colleagues)
- 90-120 minutes
- Trained moderator (avoid leading questions)
- Observe from behind glass or recording
- Run 3+ groups for statistical validity

**When NOT to use focus groups:**
- Sensitive personal topics (use 1:1 interviews)
- Complex technical evaluation (use usability tests)
- When dominant personalities will skew discussion

## Trend Analysis

### Trend Detection Sources
| Category | Sources |
|----------|---------|
| Search trends | Google Trends, Exploding Topics, Semrush Trends |
| Social signals | Reddit, Twitter/X, LinkedIn, TikTok |
| Publication trends | Google Scholar, ResearchGate (academic) |
| Investor signals | PitchBook, Crunchbase category funding |
| Patent filings | USPTO, Google Patents (R&D direction) |
| Hiring signals | LinkedIn Jobs, Indeed, Glassdoor |
| Regulatory | Federal Register, EU publications |

### PESTEL Framework
| Factor | Questions |
|--------|-----------|
| **Political** | Regulatory changes, government policy, trade issues |
| **Economic** | Interest rates, inflation, recession risk, employment |
| **Social** | Demographics, lifestyle shifts, cultural values |
| **Technological** | Emerging tech, automation, disruption |
| **Environmental** | Climate regulation, sustainability demands |
| **Legal** | Compliance requirements, litigation trends |

## Secondary Research

### Data Sources by Category
| Category | Sources |
|----------|---------|
| Market reports | Gartner, Forrester, IDC, IBISWorld, Statista |
| Industry data | Trade associations, government agencies (BLS, Census) |
| Academic | JSTOR, ProQuest, Google Scholar |
| News | Factiva, Bloomberg, industry press |
| Company data | Crunchbase, PitchBook, CB Insights |
| Consumer data | Nielsen, Kantar, YouGov |

### Source Credibility Checklist
- [ ] Who published it and what's their methodology?
- [ ] When was it published (is it still relevant)?
- [ ] What's the sample size and how was it collected?
- [ ] Are there conflicts of interest?
- [ ] Can findings be cross-referenced with another source?

## Research Report Structure

### Executive Summary (1 page)
- Market size and growth rate
- Key segments and sizing
- Top 3 trends
- Strategic implications

### Full Report Structure
```
1. Executive Summary
2. Methodology
3. Market Overview
   - Market definition and scope
   - Market size (TAM/SAM/SOM)
   - Growth rate and forecast
4. Segmentation Analysis
   - Segment definitions
   - Segment sizing and attractiveness
   - Recommended target segments
5. Trend Analysis
   - Top 3-5 trends driving change
   - Opportunities and threats
6. Competitive Landscape
   - Key players
   - Market share estimates
7. Customer Insights
   - Key pain points
   - Decision criteria
   - Willingness to pay
8. Strategic Recommendations
9. Appendices (raw data, survey instrument, interview notes)
```