ContextQMD
Back to Claude Scientific Skills

Data Analysis Patterns for Market Research

scientific-skills/market-research-reports/references/data_analysis_patterns.md

2.38.017.3 KB
Original Source

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:

FactorAssessmentNotes
Capital requirementsHigh/Med/Low$ required to enter
Economies of scaleStrong/Moderate/WeakIncumbent advantages
Brand loyaltyHigh/Med/LowCustomer switching cost
Access to distributionEasy/Moderate/DifficultChannel availability
Regulatory barriersHigh/Med/LowLicensing, certifications
Proprietary technologyCritical/Important/MinorIP and know-how
Expected retaliationAggressive/Moderate/PassiveIncumbent response

Overall Assessment: [HIGH/MEDIUM/LOW]

Key Insights: [Summary of implications]

2. Bargaining Power of Suppliers

Factors to evaluate:

FactorAssessmentNotes
Supplier concentrationHigh/Med/LowNumber of suppliers
Switching costsHigh/Med/LowCost to change suppliers
Supplier differentiationHigh/Med/LowUniqueness of inputs
Forward integration threatHigh/Med/LowCan suppliers compete?
Importance to supplierCritical/Important/MinorYour share of their revenue
Substitute inputsMany/Some/FewAlternatives available

Overall Assessment: [HIGH/MEDIUM/LOW]

3. Bargaining Power of Buyers

Factors to evaluate:

FactorAssessmentNotes
Buyer concentrationHigh/Med/LowFew large vs. many small
Purchase volumeLarge/Medium/SmallRelative importance
Switching costsLow/Med/HighCost to change vendors
Price sensitivityHigh/Med/LowFocus on price vs. value
Backward integration threatHigh/Med/LowCan buyers self-supply?
Information availabilityFull/Partial/LimitedMarket transparency

Overall Assessment: [HIGH/MEDIUM/LOW]

4. Threat of Substitutes

Factors to evaluate:

FactorAssessmentNotes
Substitute availabilityMany/Some/FewNumber of alternatives
Price-performance ratioBetter/Same/WorseValue comparison
Switching costsLow/Med/HighFriction to substitute
Buyer propensity to switchHigh/Med/LowWillingness to change
Perceived differentiationLow/Med/HighUnique value

Overall Assessment: [HIGH/MEDIUM/LOW]

5. Competitive Rivalry

Factors to evaluate:

FactorAssessmentNotes
Number of competitorsMany/Several/FewMarket fragmentation
Industry growthSlow/Moderate/FastGrowth rate impact
Fixed costsHigh/Med/LowPressure to fill capacity
Product differentiationLow/Med/HighCommoditization level
Exit barriersHigh/Med/LowDifficulty leaving market
Strategic stakesHigh/Med/LowImportance to competitors

Overall Assessment: [HIGH/MEDIUM/LOW]

Five Forces Summary Table

ForceRatingKey DriversImplications
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

FactorCurrent StateTrendImpactTime Horizon
Government stability↑ ↓ →H/M/LShort/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

FactorCurrent StateTrendImpactTime Horizon
GDP growthX.X%↑ ↓ →H/M/L
Interest ratesX.X%↑ ↓ →H/M/L
InflationX.X%↑ ↓ →H/M/L
Exchange rates↑ ↓ →H/M/L
Consumer spending↑ ↓ →H/M/L
UnemploymentX.X%↑ ↓ →H/M/L

Key Economic Implications: [Summary]

Social Factors

FactorCurrent StateTrendImpactTime 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

FactorCurrent StateTrendImpactTime 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

FactorCurrent StateTrendImpactTime 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

FactorCurrent StateTrendImpactTime 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)

StrengthEvidenceStrategic 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)

WeaknessEvidenceSeverity
[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)

OpportunitySize/PotentialTimeframe
[Opportunity 1]$X / High/Med/LowShort/Med/Long
[Opportunity 2]$X / High/Med/LowShort/Med/Long
[Opportunity 3]$X / High/Med/LowShort/Med/Long

Priority Opportunities Summary: [2-3 sentence synthesis]

Threats (External, Negative)

ThreatLikelihoodImpact
[Threat 1]High/Med/LowHigh/Med/Low
[Threat 2]High/Med/LowHigh/Med/Low
[Threat 3]High/Med/LowHigh/Med/Low

Critical Threats Summary: [2-3 sentence synthesis]

SWOT Strategy Matrix

StrengthsWeaknesses
OpportunitiesSO Strategies (use strengths to capture opportunities)WO Strategies (overcome weaknesses to capture opportunities)
ThreatsST 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

QuadrantGrowthShareCharacteristicsStrategy
StarsHighHighMarket leaders in growing marketsInvest to maintain position
Cash CowsLowHighMarket leaders in mature marketsHarvest for cash flow
Question MarksHighLowSmall share in growing marketsInvest selectively or divest
DogsLowLowSmall share in mature marketsDivest or minimize investment

Product/Business Unit Analysis

Product/BUMarket GrowthRelative ShareQuadrantRecommended Strategy
[Product A]X.X%X.XStar/Cow/QM/Dog[Strategy]
[Product B]X.X%X.XStar/Cow/QM/Dog[Strategy]
[Product C]X.X%X.XStar/Cow/QM/Dog[Strategy]

Portfolio Balance Assessment

QuadrantNumber of ProductsRevenue %Investment Priority
StarsXX%High
Cash CowsXX%Maintain
Question MarksXX%Selective
DogsXX%Low/Divest

Value Chain Analysis

Framework Template

Primary Activities

ActivityDescriptionValue CreatedCostCompetitive Position
Inbound LogisticsReceiving, storing, inventory$XStrong/Average/Weak
OperationsManufacturing, assembly$XStrong/Average/Weak
Outbound LogisticsDistribution, delivery$XStrong/Average/Weak
Marketing & SalesPromotion, sales force$XStrong/Average/Weak
ServiceInstallation, support, repair$XStrong/Average/Weak

Support Activities

ActivityDescriptionValue CreatedCostCompetitive Position
InfrastructureManagement, finance, legal$XStrong/Average/Weak
HR ManagementRecruiting, training, comp$XStrong/Average/Weak
Technology DevR&D, process improvement$XStrong/Average/Weak
ProcurementPurchasing, supplier mgmt$XStrong/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

ActivityCompanyIndustry AvgBest-in-ClassGap
[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

CompetitorDimension 1 Score (1-10)Dimension 2 Score (1-10)Market ShareNotes
Company AXXX%[Position description]
Company BXXX%[Position description]
Company CXXX%[Position description]

Strategic Group Identification

Strategic GroupCompaniesCharacteristicsMarket 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

  1. Market Risks: Demand changes, price pressure, market shifts
  2. Competitive Risks: New entrants, competitor moves, disruption
  3. Regulatory Risks: New regulations, compliance requirements
  4. Technology Risks: Obsolescence, security, integration
  5. Operational Risks: Supply chain, quality, capacity
  6. Financial Risks: Currency, interest rates, credit
  7. Reputational Risks: Brand damage, social media, ethics

Risk Assessment Matrix

Risk IDRisk DescriptionCategoryProbabilityImpactScorePriority
R1[Description]Market1-51-5P×IH/M/L
R2[Description]Competitive1-51-5P×IH/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 IDRiskMitigation StrategyOwnerTimelineCost
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

MetricConservativeBase CaseOptimistic
Market GrowthX%Y%Z%
Market ShareX%Y%Z%
Pricing$X$Y$Z
Gross MarginX%Y%Z%
Revenue Y5$X$Y$Z
EBITDA Y5$X$Y$Z

Key Financial Metrics

MetricFormulaTarget
Gross Margin(Revenue - COGS) / RevenueX%
EBITDA MarginEBITDA / RevenueX%
Customer Acquisition CostSales & Marketing / New Customers$X
Lifetime ValueARPU × Gross Margin × Lifetime$X
LTV/CAC RatioLTV / CAC>3x
Payback PeriodCAC / (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