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Page 2 of 6 General Format – Parts 1-31. Objective of the Research- one paragraph explanation of why the research is being done, what you hope to learn and for what purpose the information may be used
2. Description of the Market- General Description - one paragraph
- 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).
3. Market Metrics- Size estimates (current and future) for:
- Overall market
- Current size
- Potential size
- Actual penetration of current products/service within the total market
- Individual market segments
- Current size
- Potential size
- Actual penetration of current products/service within the total market
- Usage rates
- Frequency of product purchases
- Growth estimates (current and future) for:
- Overall market
- Individual market segments
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Principles of Marketing Main 
