Market research - FIN 480/536 - Finance for New Ventures

Target market and size

TAM (Total Addressable Market)

If you had 100% of the market that your product or service is designed to serve. The ideal.

Find market research reports discussing market size, or consider your target audience and calculate the size using population or business patterns data and the cost of your product/service.

SAM (Serviceable Addressable Market)

A sub-set of TAM that your product or service will realistically target.

Use consumer behavior research, surveys, and demographics to refine your target customer. What person or business is the most likely candidate to buy your product/service?

SOM (Serviceable Obtainable Market)

A percentage of SAM. Your goal based on existing competition, industry environment, and your business plan.

Research competitors, similar companies, and the industry to understand the challenges, ease of entry, key performance indicators, and other factors of the industry that might influence your share of the market.

Market and consumer research

American Satisfaction Consumer Index
The Index measures the satisfaction of U.S. household consumers with the quality of products and services offered by both foreign and domestic firms with significant share in U.S. markets.

Bizminer This link opens in a new window
BizMiner produces the most granular industry statistical reports in the market. The database provides industry financial analysis benchmarks for over 5,000 lines of business and industry market trends on thousands more. Our market analysis reports are available at the national and local levels down to the zip code.
Note: Click on "Academic Library Detected..." to enter the site.

Consumer Expenditure Survey (BLS.gov)
Data is collected by the U.S. Census Bureau for the Bureau of Labor Statistics through an Interview Survey and Diary Survey.

Data Axle Reference Solutions (formerly ReferenceUSA) This link opens in a new window
Create lists of consumers by geographic and demographic characteristics.
Euromonitor's Passport GMID This link opens in a new window
Passport is a global market research database providing statistics, analysis, reports, surveys and breaking news on industries, countries and consumers worldwide. Detailed analysis of consumer and industrial markets around the world across 781 cities, 210 countries, and 27 industries with historic data for the last 15 years, and forecasts out to at least 5 years. Passport data is completely cross-country comparable.

Market Share Reporter
Market Share Reporter is available in the Gale Business: Insights database, and features market share reports for brand-name products and companies. Use the "Search Within" option on the right-side of the search results to search by company, brand name, keyword, or NAICS code. Market share is shown as a percent of total industry or product sales for a specific period.

MarketResearch.com Academic This link opens in a new window
Reports from several market research firms covering health care, consumer goods, publishing, manufacturing and other markets and industries.
Mintel Academic Market Research This link opens in a new window
Under Category, choose your industry or sector. (You can choose multiple if needed). Then, use the Content Types results filter to find Reports. Mostly US markets. Limited new coverage of select UK, Canada and Latin American markets. Other international coverage is primarily pre-pandemic (2019 and older) travel and tourism reports. To download report content, first create a login with your UA email address.

Pew Research Center
Browse datasets and surveys, including Roper iPoll surveys, religious landscapes, political typology, and more.

PsycINFO This link opens in a new window
Find articles on the psychology and behavior of consumers. Try combining subject terms such as Marketing, Advertising, Consumer Behavior, Consumer Attitudes, Online Social Networks, or Mass Media.
Tutorial
Statista This link opens in a new window
Access statistical data from market and opinion research institutions, as well as from business organizations and government, categorized into 21 market sectors.
Tutorial
WGSN Fashion Trend Forecasting & Analysis This link opens in a new window
WGSN's comprehensive research and analysis service provides for every stage of the product development life cycle. Trends are tracked and analysed from their earliest emergence right through to the products driving retail and e-tail today.

Survey data

These resources provide survey data on consumer behavior and preferences, including demographics, lifestyles, opinions, shopping habits, and more. Pay attention to the survey source (who created, disseminated, and analyzed the survey), survey collection dates, sample size, and sample demographics (e.g., adults aged 18 to 24 in the United States, adults aged 18+ who own a car, etc.).

Consider what kind of data you need. Some databases allow you to create crosstabs to better combine certain questions, answers, and demographics to tell a story.

Euromonitor's Passport GMID This link opens in a new window
Go to Consumers tab.
Mintel Academic Market Research This link opens in a new window
For consumer behavior and market reports, stay on the main page (Insights: Expert Analysis) and use the search bar and filters found midway down the page. For survey data, click on the "Analytics: Consumer Data" tab at the top of the page. Use filters to narrow the scope of the survey (e.g., travel). Open a survey to view specific questions. Use the menu on the left to navigate to survey demographics and pre-created crosstabs.
Simmons OneView This link opens in a new window
Simmons OneView is the primary platform for providing marketers with access to the entire Experian Simmons product suite. Simmons OneView combines the trusted syndicated and custom research from Experian Simmons with powerful analytic tools and reports to provide marketers with vivid consumer insights via an intuitive online platform.
NOTE: Limited to 10 simultaneous users.
Statista This link opens in a new window
Go to the Insights tab to access Consumer Insights. This module lets you analyze survey questions and demographics by creating cross tabs. Great for narrowing down your target market.

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FIN 480/536 - Finance for New Ventures

Target market and size

Market and consumer research

Survey data

Information for

Libraries & Locations

Search form

FIN 480/536 - Finance for New Ventures

Target market and size

Market and consumer research

Survey data

Information for

Libraries & Locations

Connect