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).
Cite: Part 2: Description of the Market (2018). From Preparing a Market Study Tutorial. Retrieved January 20, 2018 from