Evidence · Service 01
Market Research
Size the market, test whether the opportunity is real, and show the working.
The situation
Why this is harder here.
Sizing is harder in this market than the headline numbers suggest. The categories growing fastest are the ones with the least published series, and the population figures a sizing model divides by are published on at least three different bases by three credible bodies. Most sizing work here fails on the denominator long before it fails on the method.
What we do
The method, step by step.
- Write down the sizing question as a number with a unit, a geography, and a date.
- Build the frame from published series, and name every one with its base period.
- Reconcile the denominators first, and build the model on the reconciled figure.
- Field primary work where the published record leaves the question open.
- Build the model as a live workbook with every assumption on its own row.
- Test the answer against a second method and report the spread.
- Write the source register.
What you receive
Named documents, agreed before we start.
| Deliverable | Format | Extent | Appendix |
|---|---|---|---|
| Market sizing model | Live workbook, XLSX | 4 to 7 sheets | Every assumption with its source and retrieval date |
| Feasibility study | 18 to 24 pages | Method note, sensitivity table | |
| Usage and attitude study | PDF plus tables | 24 to 32 pages | Questionnaire, sampling plan, cross-tabs |
| Source register | PDF plus CSV | 2 to 6 pages | Every citation with its publication date |
How this engagement is scoped
This is research. The scope runs from the sizing question to the frame, the fieldwork, and the model, and the research fee is the whole of our revenue on it, so the numbers answer to the evidence alone. Campaign work and creative production sit with your team or your agency. Forward-looking figures appear where a published series or fielded work supports them, each one marked with its confidence and the range it holds.
Questions this answers
If you are asking these, this is the service.
- How big is this market actually, and how would I know if the number is wrong?
- Which population am I dividing by, and why that one?
- What would change the answer by more than ten percent?
- Is the gap in the data a gap in the market, or a gap in the publishing?
- What would two weeks of fieldwork close, and what would still be open after it?
Tell us the question.
If desk research answers your question in three weeks, we will tell you that in writing. Send us the question and we will scope the work it takes to answer it properly.
Office No. 1101-393
The Offices at Ibn Battuta Gate
Jabal Ali First, Dubai, United Arab Emirates
We reply within one UAE business day.