market-research

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---
name: market-research
description: "Conduct comprehensive market research including competitive analysis, customer persona development, market sizing (TAM/SAM/SOM), survey design, and trend analysis. Synthesize insights for strategic decision-making."
---

# Market Research

## Overview
The Market Research skill enables marketers to gather, analyze, and synthesize data about markets, competitors, customers, and trends. It provides frameworks for understanding market opportunity, competitive positioning, and customer needs to inform strategy.

## When to Use This Skill
- Evaluating new market or product opportunity
- Developing customer personas and segments
- Understanding competitive landscape
- Sizing market opportunity
- Validating customer assumptions
- Planning product positioning and messaging
- Understanding industry trends and shifts

## Competitive Analysis Framework

### Competitive Landscape Mapping

**Step 1: Identify Competitors**

**Direct Competitors** (Same product, same market)
- Head-to-head competition
- Similar feature sets and pricing
- Fighting for same customers
- Example: "Slack vs. Microsoft Teams"

**Indirect Competitors** (Different product, same need)
- Alternative solutions to same problem
- Different approach or technology
- Broader competitive threat
- Example: "Slack vs. email"

**Emerging Competitors** (New/growing threats)
- Recently funded startups
- Companies entering your space
- Potential disruption risk
- Example: "AI-powered alternatives"

**Substitutes** (Workarounds)
- DIY solutions
- Generic tools repurposed
- Lower-cost alternatives
- Example: "Slack vs. WhatsApp groups"

### Competitive Positioning Matrix

| Competitor | Price | Features | Ease of Use | Customer Support | Market Position |
|------------|-------|----------|------------|------------------|-----------------|
| [Competitor 1] | $$$$ | ★★★★ | ★★ | ★★★ | Premium |
| [Competitor 2] | $$ | ★★★ | ★★★★ | ★★ | Value |
| [Competitor 3] | $ | ★★ | ★★★ | ★★★★ | Budget |
| Our Product | $$$ | ★★★★★ | ★★★★ | ★★★★ | [Target] |

### Detailed Competitor Analysis Template

**Competitor Name:** [Company]

**Company Overview:**
- Founded: [Year]
- Headquarters: [Location]
- Funding: [Total raised, stage]
- Team size: [Number]
- Website traffic: [Estimate]

**Product/Service:**
- Core offering: [Description]
- Key features: [Top 5-7 features]
- Pricing model: [Free/freemium/paid/enterprise]
- Price point: [Base to premium tier]
- Target customer: [Persona/segment]

**Market Position:**
- Market share: [Estimated percentage]
- Key customers: [Notable customers/logos]
- Strengths: [Top 3-4 competitive advantages]
- Weaknesses: [Areas of vulnerability]
- Growth signals: [Recent hires, funding, product launches]

**Go-to-Market Strategy:**
- Sales model: [Direct, self-serve, partnership]
- Marketing channels: [Primary acquisition channels]
- Messaging: [Core positioning]
- Brand voice: [Tone and personality]

**Strategic Implications for Us:**
- Opportunities to differentiate: [Specific areas]
- Threats to monitor: [What could impact us]
- Positioning recommendations: [How we should position against them]

## Customer Persona Development

### Persona Research Methodology

**Step 1: Gather Data** (Combine multiple sources)
- Customer interviews (8-12 depth interviews)
- Surveys (50-100 responses minimum)
- Sales team insights (actual customer interactions)
- Support tickets (pain points revealed)
- Analytics data (behavior patterns)
- Market research reports (industry standards)

**Step 2: Identify Patterns**
- Job titles and roles across customers
- Common challenges and objectives
- Buying decision criteria
- Success metrics they care about
- Information sources and preferences

**Step 3: Create Personas**
- Develop 3-5 primary personas
- Make them realistic and specific
- Include quantitative and qualitative data
- Create narrative to make them memorable

### Detailed Persona Template

**Persona Name:** [Memorable name reflecting archet