Market Intelligence & Strategic Advisory
Market intelligence and strategic advisory analyses technology-related market trends, sizes and forecasts them, and turns the findings into a plan. Primary and secondary research feed into market estimation, so a company can judge demand, pricing and the route to entry rather than guess at them.
Who it's for: business and R&D leaders weighing an investment case, startups and technology firms planning market entry, and investors testing demand and pricing assumptions before backing a product.
TAM, SAM and SOM
The three describe narrowing views of the same market. Sizing all three keeps a business case honest, because the plan ends up built on SOM rather than on TAM.
TAM — Total Addressable Market
The full revenue available if every possible buyer bought.
SAM — Serviceable Available Market
The part of that total a company can serve given its product, channels and geography.
SOM — Serviceable Obtainable Market
The share it can realistically win against competitors in a stated period.
Primary vs. secondary research
Secondary work sets the frame quickly. Primary work tests it — buyers often describe needs, usage and switching behaviour that no published source records.
| Secondary research | Primary research | |
|---|---|---|
| Source | Published filings, industry reports, trade data, technical literature | Interviews and surveys with buyers, users, distributors and specialists |
| What it's good for | Setting the frame quickly | Testing it — needs, usage and switching behaviour rarely show up in published sources |
| Where it's essential | Establishing market context and existing estimates | Pricing and willingness-to-pay work, which usually depends on it |
What a willingness-to-pay study shows
Run with buyers in the target segment, it asks about value, alternatives and trade-offs rather than a single price — showing the range buyers will accept and where demand falls away. The result feeds pricing in the go-to-market plan and the revenue side of the forecast, and shows which features buyers will pay a premium for.
What you receive
- Market sizing and forecasts using TAM, SAM and SOM analysis
- Primary and secondary research findings across B2B and B2C respondents
- Customer needs, usage and buyer journey analysis for the target segment
- A go-to-market and market entry strategy, with pricing and willingness-to-pay findings
Frequently asked questions
What is market intelligence and strategic advisory?
It's research into a technology market that ends in a recommendation. It covers the size of the market today, how it's expected to grow, who buys, why they buy and what they'll pay. The advisory step turns those findings into a market entry or go-to-market plan. The work suits companies deciding whether a technology has a commercial market worth entering, and R&D leaders who need evidence before committing to a development path.
What is the difference between TAM, SAM and SOM?
The three describe narrowing views of the same market. TAM, the total addressable market, is the full revenue available if every possible buyer bought. SAM, the serviceable available market, is the part of that total a company can serve given its product, channels and geography. SOM, the serviceable obtainable market, is the share it can realistically win against competitors in a stated period. Sizing all three keeps a business case honest, because the plan is then built on SOM rather than on TAM.
How does primary research differ from secondary research?
Primary research collects new information directly, through interviews and surveys with buyers, users, distributors and specialists in the field. Secondary research uses information that already exists, such as published filings, industry reports, trade data and technical literature. Secondary work sets the frame quickly. Primary work tests it, because buyers often describe needs, usage and switching behaviour that no published source records. Studies of pricing and willingness to pay usually depend on primary work for the same reason.
What does a willingness-to-pay study tell us?
It shows the price range buyers will accept and the point where demand falls away. It's run with buyers in the target segment and asks about value, alternatives and trade-offs rather than about a single price. The result feeds the pricing section of a go-to-market plan and the revenue side of a forecast. It also shows which features buyers will pay a premium for, which is useful input to the product and R&D roadmap.
Scope a market study
Tell us the technology and market you're weighing, and we'll scope the research.
