tools-only Data Analysis Patterns for Market Research
Templates and frameworks for conducting rigorous market analysis.
Market Sizing Frameworks
TAM/SAM/SOM Analysis
Total Addressable Market (TAM) represents the total revenue opportunity if 100% market share was achieved.
Top-Down Approach
TAM = Total Industry Revenue (from market research reports)
Example:
- Global AI Software Market (2024): $184 billion
- Source: Gartner, IDC, or similar
Bottom-Up Approach
TAM = Number of Potential Customers × Average Revenue per Customer
Example:
- Number of enterprises globally: 400 million
- Target segment (large enterprises): 50,000
- Average annual spend on solution: $500,000
- TAM = 50,000 × $500,000 = $25 billion
Serviceable Addressable Market (SAM) represents the portion of TAM that can be served given product/service capabilities.
SAM = TAM × Applicable Segment %
Example:
- TAM: $25 billion
- Geographic constraint (North America only): 40%
- Product fit (enterprise only): 60%
- SAM = $25B × 40% × 60% = $6 billion
Serviceable Obtainable Market (SOM) represents realistic market share capture.
SOM = SAM × Achievable Market Share %
Example:
- SAM: $6 billion
- Conservative market share (5%): $300 million
- Base case market share (10%): $600 million
- Optimistic market share (15%): $900 million
Growth Rate Calculation
CAGR (Compound Annual Growth Rate)
CAGR = (End Value / Start Value)^(1/n) - 1
Where n = number of years
Example:
- 2020 market size: $10 billion
- 2024 market size: $18 billion
- n = 4 years
- CAGR = (18/10)^(1/4) - 1 = 15.8%
Year-over-Year Growth
YoY Growth = (Current Year - Previous Year) / Previous Year × 100
Example:
- 2023: $15 billion
- 2024: $18 billion
- YoY Growth = (18-15)/15 × 100 = 20%
Porter's Five Forces Analysis
Framework Template
For each force, assess: HIGH, MEDIUM, or LOW
1. Threat of New Entrants
Factors to evaluate:
| Factor | Assessment | Notes |
|---|---|---|
| Capital requirements | High/Med/Low | $ required to enter |
| Economies of scale | Strong/Moderate/Weak | Incumbent advantages |
| Brand loyalty | High/Med/Low | Customer switching cost |
| Access to distribution | Easy/Moderate/Difficult | Channel availability |
| Regulatory barriers | High/Med/Low | Licensing, certifications |
| Proprietary technology | Critical/Important/Minor | IP and know-how |
| Expected retaliation | Aggressive/Moderate/Passive | Incumbent response |
Overall Assessment: [HIGH/MEDIUM/LOW]
Key Insights: [Summary of implications]
2. Bargaining Power of Suppliers
Factors to evaluate:
| Factor | Assessment | Notes |
|---|---|---|
| Supplier concentration | High/Med/Low | Number of suppliers |
| Switching costs | High/Med/Low | Cost to change suppliers |
| Supplier differentiation | High/Med/Low | Uniqueness of inputs |
| Forward integration threat | High/Med/Low | Can suppliers compete? |
| Importance to supplier | Critical/Important/Minor | Your share of their revenue |
| Substitute inputs | Many/Some/Few | Alternatives available |
Overall Assessment: [HIGH/MEDIUM/LOW]
3. Bargaining Power of Buyers
Factors to evaluate:
| Factor | Assessment | Notes |
|---|---|---|
| Buyer concentration | High/Med/Low | Few large vs. many small |
| Purchase volume | Large/Medium/Small | Relative importance |
| Switching costs | Low/Med/High | Cost to change vendors |
| Price sensitivity | High/Med/Low | Focus on price vs. value |
| Backward integration threat | High/Med/Low | Can buyers self-supply? |
| Information availability | Full/Partial/Limited | Market transparency |
Overall Assessment: [HIGH/MEDIUM/LOW]
4. Threat of Substitutes
Factors to evaluate:
| Factor | Assessment | Notes |
|---|---|---|
| Substitute availability | Many/Some/Few | Number of alternatives |
| Price-performance ratio | Better/Same/Worse | Value comparison |
| Switching costs | Low/Med/High | Friction to substitute |
| Buyer propensity to switch | High/Med/Low | Willingness to change |
| Perceived differentiation | Low/Med/High | Unique value |
Overall Assessment: [HIGH/MEDIUM/LOW]
5. Competitive Rivalry
Factors to evaluate:
| Factor | Assessment | Notes |
|---|---|---|
| Number of competitors | Many/Several/Few | Market fragmentation |
| Industry growth | Slow/Moderate/Fast | Growth rate impact |
| Fixed costs | High/Med/Low | Pressure to fill capacity |
| Product differentiation | Low/Med/High | Commoditization level |
| Exit barriers | High/Med/Low | Difficulty leaving market |
| Strategic stakes | High/Med/Low | Importance to competitors |
Overall Assessment: [HIGH/MEDIUM/LOW]
Five Forces Summary Table
| Force | Rating | Key Drivers | Implications |
|---|---|---|---|
| New Entrants | [H/M/L] | [Top factors] | [Strategic impact] |
| Supplier Power | [H/M/L] | [Top factors] | [Strategic impact] |
| Buyer Power | [H/M/L] | [Top factors] | [Strategic impact] |
| Substitutes | [H/M/L] | [Top factors] | [Strategic impact] |
| Rivalry | [H/M/L] | [Top factors] | [Strategic impact] |
Overall Industry Attractiveness: [ATTRACTIVE / MODERATE / UNATTRACTIVE]
PESTLE Analysis
Framework Template
Political Factors
| Factor | Current State | Trend | Impact | Time Horizon |
|---|---|---|---|---|
| Government stability | ↑ ↓ → | H/M/L | Short/Med/Long | |
| Trade policies | ↑ ↓ → | H/M/L | ||
| Tax regulations | ↑ ↓ → | H/M/L | ||
| Government support | ↑ ↓ → | H/M/L | ||
| Political relations | ↑ ↓ → | H/M/L |
Key Political Implications: [Summary]
Economic Factors
| Factor | Current State | Trend | Impact | Time Horizon |
|---|---|---|---|---|
| GDP growth | X.X% | ↑ ↓ → | H/M/L | |
| Interest rates | X.X% | ↑ ↓ → | H/M/L | |
| Inflation | X.X% | ↑ ↓ → | H/M/L | |
| Exchange rates | ↑ ↓ → | H/M/L | ||
| Consumer spending | ↑ ↓ → | H/M/L | ||
| Unemployment | X.X% | ↑ ↓ → | H/M/L |
Key Economic Implications: [Summary]
Social Factors
| Factor | Current State | Trend | Impact | Time Horizon |
|---|---|---|---|---|
| Demographics | ↑ ↓ → | H/M/L | ||
| Cultural attitudes | ↑ ↓ → | H/M/L | ||
| Consumer behavior | ↑ ↓ → | H/M/L | ||
| Education levels | ↑ ↓ → | H/M/L | ||
| Health consciousness | ↑ ↓ → | H/M/L | ||
| Work-life balance | ↑ ↓ → | H/M/L |
Key Social Implications: [Summary]
Technological Factors
| Factor | Current State | Trend | Impact | Time Horizon |
|---|---|---|---|---|
| R&D activity | ↑ ↓ → | H/M/L | ||
| Technology adoption | ↑ ↓ → | H/M/L | ||
| Automation | ↑ ↓ → | H/M/L | ||
| Digital infrastructure | ↑ ↓ → | H/M/L | ||
| Innovation rate | ↑ ↓ → | H/M/L | ||
| Disruptive tech | ↑ ↓ → | H/M/L |
Key Technological Implications: [Summary]
Legal Factors
| Factor | Current State | Trend | Impact | Time Horizon |
|---|---|---|---|---|
| Industry regulations | ↑ ↓ → | H/M/L | ||
| Data protection | ↑ ↓ → | H/M/L | ||
| Employment law | ↑ ↓ → | H/M/L | ||
| Consumer protection | ↑ ↓ → | H/M/L | ||
| IP rights | ↑ ↓ → | H/M/L | ||
| Antitrust | ↑ ↓ → | H/M/L |
Key Legal Implications: [Summary]
Environmental Factors
| Factor | Current State | Trend | Impact | Time Horizon |
|---|---|---|---|---|
| Climate change | ↑ ↓ → | H/M/L | ||
| Sustainability reqs | ↑ ↓ → | H/M/L | ||
| Resource availability | ↑ ↓ → | H/M/L | ||
| Waste management | ↑ ↓ → | H/M/L | ||
| Carbon regulations | ↑ ↓ → | H/M/L | ||
| Environmental awareness | ↑ ↓ → | H/M/L |
Key Environmental Implications: [Summary]
SWOT Analysis
Framework Template
Strengths (Internal, Positive)
| Strength | Evidence | Strategic Value |
|---|---|---|
| [Strength 1] | [Data/proof] | High/Med/Low |
| [Strength 2] | [Data/proof] | High/Med/Low |
| [Strength 3] | [Data/proof] | High/Med/Low |
Core Strengths Summary: [2-3 sentence synthesis]
Weaknesses (Internal, Negative)
| Weakness | Evidence | Severity |
|---|---|---|
| [Weakness 1] | [Data/proof] | Critical/Moderate/Minor |
| [Weakness 2] | [Data/proof] | Critical/Moderate/Minor |
| [Weakness 3] | [Data/proof] | Critical/Moderate/Minor |
Key Vulnerabilities Summary: [2-3 sentence synthesis]
Opportunities (External, Positive)
| Opportunity | Size/Potential | Timeframe |
|---|---|---|
| [Opportunity 1] | $X / High/Med/Low | Short/Med/Long |
| [Opportunity 2] | $X / High/Med/Low | Short/Med/Long |
| [Opportunity 3] | $X / High/Med/Low | Short/Med/Long |
Priority Opportunities Summary: [2-3 sentence synthesis]
Threats (External, Negative)
| Threat | Likelihood | Impact |
|---|---|---|
| [Threat 1] | High/Med/Low | High/Med/Low |
| [Threat 2] | High/Med/Low | High/Med/Low |
| [Threat 3] | High/Med/Low | High/Med/Low |
Critical Threats Summary: [2-3 sentence synthesis]
SWOT Strategy Matrix
| Strengths | Weaknesses | |
|---|---|---|
| Opportunities | SO Strategies (use strengths to capture opportunities) | WO Strategies (overcome weaknesses to capture opportunities) |
| Threats | ST Strategies (use strengths to mitigate threats) | WT Strategies (minimize weaknesses and avoid threats) |
BCG Growth-Share Matrix
Framework Template
Axes:
- X-axis: Relative Market Share (High → Low, logarithmic scale)
- Y-axis: Market Growth Rate (High → Low, typically 10% as midpoint)
Quadrant Definitions
| Quadrant | Growth | Share | Characteristics | Strategy |
|---|---|---|---|---|
| Stars | High | High | Market leaders in growing markets | Invest to maintain position |
| Cash Cows | Low | High | Market leaders in mature markets | Harvest for cash flow |
| Question Marks | High | Low | Small share in growing markets | Invest selectively or divest |
| Dogs | Low | Low | Small share in mature markets | Divest or minimize investment |
Product/Business Unit Analysis
| Product/BU | Market Growth | Relative Share | Quadrant | Recommended Strategy |
|---|---|---|---|---|
| [Product A] | X.X% | X.X | Star/Cow/QM/Dog | [Strategy] |
| [Product B] | X.X% | X.X | Star/Cow/QM/Dog | [Strategy] |
| [Product C] | X.X% | X.X | Star/Cow/QM/Dog | [Strategy] |
Portfolio Balance Assessment
| Quadrant | Number of Products | Revenue % | Investment Priority |
|---|---|---|---|
| Stars | X | X% | High |
| Cash Cows | X | X% | Maintain |
| Question Marks | X | X% | Selective |
| Dogs | X | X% | Low/Divest |
Value Chain Analysis
Framework Template
Primary Activities
| Activity | Description | Value Created | Cost | Competitive Position |
|---|---|---|---|---|
| Inbound Logistics | Receiving, storing, inventory | $X | Strong/Average/Weak | |
| Operations | Manufacturing, assembly | $X | Strong/Average/Weak | |
| Outbound Logistics | Distribution, delivery | $X | Strong/Average/Weak | |
| Marketing & Sales | Promotion, sales force | $X | Strong/Average/Weak | |
| Service | Installation, support, repair | $X | Strong/Average/Weak |
Support Activities
| Activity | Description | Value Created | Cost | Competitive Position |
|---|---|---|---|---|
| Infrastructure | Management, finance, legal | $X | Strong/Average/Weak | |
| HR Management | Recruiting, training, comp | $X | Strong/Average/Weak | |
| Technology Dev | R&D, process improvement | $X | Strong/Average/Weak | |
| Procurement | Purchasing, supplier mgmt | $X | Strong/Average/Weak |
Value Chain Margin Analysis
Total Revenue: $XXX
- Inbound Logistics: ($XX)
- Operations: ($XX)
- Outbound Logistics: ($XX)
- Marketing & Sales: ($XX)
- Service: ($XX)
- Support Activities: ($XX)
= Margin: $XX (X%)
Competitive Comparison
| Activity | Company | Industry Avg | Best-in-Class | Gap |
|---|---|---|---|---|
| [Activity] | X% | Y% | Z% | +/-X% |
Competitive Positioning Analysis
Framework Template
Positioning Dimensions
Common positioning dimension pairs:
- Price vs. Quality
- Market Focus (Niche vs. Broad)
- Solution Type (Product vs. Platform)
- Geographic Scope (Regional vs. Global)
- Customer Focus (Enterprise vs. SMB vs. Consumer)
- Innovation Level (Leader vs. Follower)
Competitor Mapping
| Competitor | Dimension 1 Score (1-10) | Dimension 2 Score (1-10) | Market Share | Notes |
|---|---|---|---|---|
| Company A | X | X | X% | [Position description] |
| Company B | X | X | X% | [Position description] |
| Company C | X | X | X% | [Position description] |
Strategic Group Identification
| Strategic Group | Companies | Characteristics | Market Share |
|---|---|---|---|
| Group 1: [Name] | A, B, C | [Description] | X% |
| Group 2: [Name] | D, E | [Description] | X% |
| Group 3: [Name] | F, G, H | [Description] | X% |
Risk Assessment Framework
Risk Identification
Risk Categories
- Market Risks: Demand changes, price pressure, market shifts
- Competitive Risks: New entrants, competitor moves, disruption
- Regulatory Risks: New regulations, compliance requirements
- Technology Risks: Obsolescence, security, integration
- Operational Risks: Supply chain, quality, capacity
- Financial Risks: Currency, interest rates, credit
- Reputational Risks: Brand damage, social media, ethics
Risk Assessment Matrix
| Risk ID | Risk Description | Category | Probability | Impact | Score | Priority |
|---|---|---|---|---|---|---|
| R1 | [Description] | Market | 1-5 | 1-5 | P×I | H/M/L |
| R2 | [Description] | Competitive | 1-5 | 1-5 | P×I | H/M/L |
Scoring Guide:
- Probability: 1=Very Unlikely, 2=Unlikely, 3=Possible, 4=Likely, 5=Very Likely
- Impact: 1=Minimal, 2=Minor, 3=Moderate, 4=Major, 5=Severe
- Priority: Score 15-25=High, 8-14=Medium, 1-7=Low
Risk Mitigation Planning
| Risk ID | Risk | Mitigation Strategy | Owner | Timeline | Cost |
|---|---|---|---|---|---|
| R1 | [Risk] | [Prevention + Response] | [Name] | [Date] | $X |
Financial Analysis Patterns
Revenue Projection Model
Year N Revenue = Year N-1 Revenue × (1 + Growth Rate)
Or bottom-up:
Revenue = Customers × Revenue per Customer × Retention Rate
+ New Customers × Revenue per Customer × (1 - Churn Rate)
Scenario Analysis Template
| Metric | Conservative | Base Case | Optimistic |
|---|---|---|---|
| Market Growth | X% | Y% | Z% |
| Market Share | X% | Y% | Z% |
| Pricing | $X | $Y | $Z |
| Gross Margin | X% | Y% | Z% |
| Revenue Y5 | $X | $Y | $Z |
| EBITDA Y5 | $X | $Y | $Z |
Key Financial Metrics
| Metric | Formula | Target |
|---|---|---|
| Gross Margin | (Revenue - COGS) / Revenue | X% |
| EBITDA Margin | EBITDA / Revenue | X% |
| Customer Acquisition Cost | Sales & Marketing / New Customers | $X |
| Lifetime Value | ARPU × Gross Margin × Lifetime | $X |
| LTV/CAC Ratio | LTV / CAC | >3x |
| Payback Period | CAC / (ARPU × Gross Margin × 12) | <X months |
Data Collection Checklist
Market Size Data
- Current market size (with year and source)
- Historical market size (5-10 years)
- Market growth projections (5-10 years)
- CAGR (historical and projected)
- Regional breakdown
- Segment breakdown
Competitive Data
- Market share by company (top 10)
- Revenue by competitor
- Growth rates by competitor
- Strategic moves (M&A, partnerships, launches)
- Pricing information
- Product/service offerings
Customer Data
- Customer segments and sizes
- Segment growth rates
- Average deal size by segment
- Customer acquisition cost
- Customer lifetime value
- Churn rates
Industry Data
- Key industry trends
- Regulatory developments
- Technology trends
- Economic indicators
- Demographic trends
Research Sources
Primary Research
- Customer interviews
- Expert interviews
- Surveys
- Focus groups
Secondary Research
- Market research reports (Gartner, Forrester, IDC, McKinsey)
- Industry associations
- Government statistics
- Company annual reports
- SEC filings (10-K, 10-Q)
- Earnings call transcripts
- Trade publications
- Academic journals
- News articles
Data Validation
- Cross-reference multiple sources
- Check date currency (prefer <2 years old)
- Verify methodology
- Note confidence levels
- Document assumptions