Part 2: Description of the Market

This sections contains:

• General Description
  • Offer a one paragraph summary of the market being studied, not e that more detailed description will appear below
• Target Market(s)
  • Why this particular market(s) was chosen
  • Who are they - complete profile (e.g., demographics, psychographics, behaviors)
  • What benefits do they seek (i.e., what points-of-pain or problems are being solved)
  • What factors can affect their purchase or use decision
  • What attitudes do they have about the products/services currently or not currently offered
  • How is the product used
• Products and Services that appeal to the target market
  • In general terms (not particular brands) what is currently appealing to this market
  • If there are no current providers, what types of products/services may appeal to this market (i.e., what is used now to solve the problem).

• Part 1: Objectives of the Research  :BACK
• NEXT:  Part 3: Market Metrics