Case study: Doing a market assessment for an unfamiliar product

Abstract

Describes a real‐life market assessment study where the market and product were quite unfamiliar to the researcher. It shows the task to be an iterative, circuitous procedure under such circumstances. Describes several methods used to successfully overcome problems in obtaining information. It makes some contrasts between textbook recommendations and what was found in practice. A model of the process is created, based on observations made in the paper. Summarises by making four major points which may assist others undertaking such projects. These relate to (1) identifying secondary data sources, (2) tracking down industry experts for interview, (3) some methods that were used to overcome prospective respondents’ reluctance to be interviewed, and (4) how the research should seek to confirm information provided by other sources but also look for inconsistencies which can be a basis for further inquiry.