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Custom Market Research vs. Analyst Reports

Sean Parnell - Friday, April 29, 2011

Gartner, Forrester, IDC, Frost & Sullivan–all these analyst firms do good work, giving us a good handle on macro trends in the market.

However, what happens when you need to size the market, your brand share and growth for, say, wireless microphones sold through music instrument (MI) resellers? How about production document scanners sold through document imaging resellers? Or how many miles of trenchless sewer technology have been used in the last 10 years? No analyst report on the planet contains this information.

We’ve also found that analyst firms rarely size the market by interviewing resellers, distributors and other channel partners. If you rely only on manufacturing data, you will have little understanding of how these products go to market. And how do we know the data is accurate, especially for privately held firms if we don’t have the channel data to model up and compare with what the manufacturers report?

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