Executive takeaways
- Define the market boundary before estimating demand.
- Separate observed behaviour from assumptions about adoption.
- Compare entry options using consistent commercial criteria.
Start with the decision
Specify the proposed offer, geography, target customers and timing. A study for a distributor may need a different evidence base from a study for a manufacturer or a digital platform. Agree who will use the findings and what would change the decision.
Seven evidence questions
Examine demand, customer segments, competition, regulation, pricing, location and routes to market. Distinguish total addressable demand from the market the business can realistically serve and win. Document the source period, coverage and limitations of each estimate.
Connect evidence to action
Compare alternative entry models and identify the assumptions that matter most. The output should explain the conditions for proceeding, the risks to monitor and what additional evidence is needed. A management decision note should make the trade-offs clear.
Scope and method
Research-design guidance based on IDER’s supplied service framework; no empirical study or market forecast. This guide contains no empirical estimates, performance claims or investment recommendations.
Citation
Institute of Development and Economic Research (2026). Before you enter: seven questions your market study should answer. IDER Research Planning Guides.