Market research
Market Research That Leads to Action
Good market research reduces uncertainty around a specific business decision. Rather than starting with a generic survey or report, begin with the assumption that needs to be tested and the action that will change if the evidence points another way.
Analyze an opportunityStart with the decision
Define the choice in plain language: enter a market, target a segment, adjust a price, or build a feature. Then identify the smallest set of questions that would materially change that choice. This prevents broad research from becoming unused information.
Use more than one signal
Primary research can reveal motivations and language. Search behavior can show stated demand. Reviews and community discussions can expose recurring problems. Competitor sites reveal existing alternatives. Each source has limits, so agreement across sources is more useful than a single impressive statistic.
Turn findings into validation
Research is strongest when it ends with a testable action. Capture the hypothesis, evidence, confidence, risk, and next experiment. Teams can then revisit the decision as new customer or market signals arrive.
Questions teams ask
What should market research include?
It should cover the target customer, the problem, demand signals, alternatives, willingness to pay, market context, and the assumptions still requiring validation.
How do you avoid weak research?
Avoid leading questions, unsupported market-size claims, and conclusions based on one source. Document evidence and uncertainty explicitly.
Is desk research enough?
It can establish context and identify hypotheses, but customer conversations or real-world tests are often needed for the highest-risk assumptions.