claude-scientific-skills/scientific-skills/market-research-reports/references/data_analysis_patterns.md

Data Analysis Patterns for Market Research

Templates and frameworks for conducting rigorous market analysis.

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Market Sizing Frameworks

TAM/SAM/SOM Analysis

Total Addressable Market (TAM) represents the total revenue opportunity if 100% market share was achieved.

Top-Down Approach

TAM = Total Industry Revenue (from market research reports)

Example:
- Global AI Software Market (2024): $184 billion
- Source: Gartner, IDC, or similar

Bottom-Up Approach

TAM = Number of Potential Customers × Average Revenue per Customer

Example:
- Number of enterprises globally: 400 million
- Target segment (large enterprises): 50,000
- Average annual spend on solution: $500,000
- TAM = 50,000 × $500,000 = $25 billion

Serviceable Addressable Market (SAM) represents the portion of TAM that can be served given product/service capabilities.

SAM = TAM × Applicable Segment %

Example:
- TAM: $25 billion
- Geographic constraint (North America only): 40%
- Product fit (enterprise only): 60%
- SAM = $25B × 40% × 60% = $6 billion

Serviceable Obtainable Market (SOM) represents realistic market share capture.

SOM = SAM × Achievable Market Share %

Example:
- SAM: $6 billion
- Conservative market share (5%): $300 million
- Base case market share (10%): $600 million
- Optimistic market share (15%): $900 million

Growth Rate Calculation

CAGR (Compound Annual Growth Rate)

CAGR = (End Value / Start Value)^(1/n) - 1

Where n = number of years

Example:
- 2020 market size: $10 billion
- 2024 market size: $18 billion
- n = 4 years
- CAGR = (18/10)^(1/4) - 1 = 15.8%

Year-over-Year Growth

YoY Growth = (Current Year - Previous Year) / Previous Year × 100

Example:
- 2023: $15 billion
- 2024: $18 billion
- YoY Growth = (18-15)/15 × 100 = 20%

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Porter's Five Forces Analysis

Framework Template

For each force, assess: HIGH, MEDIUM, or LOW

1. Threat of New Entrants

Factors to evaluate:

Factor	Assessment	Notes
Capital requirements	High/Med/Low	$ required to enter
Economies of scale	Strong/Moderate/Weak	Incumbent advantages
Brand loyalty	High/Med/Low	Customer switching cost
Access to distribution	Easy/Moderate/Difficult	Channel availability
Regulatory barriers	High/Med/Low	Licensing, certifications
Proprietary technology	Critical/Important/Minor	IP and know-how
Expected retaliation	Aggressive/Moderate/Passive	Incumbent response

Overall Assessment: [HIGH/MEDIUM/LOW]

Key Insights: [Summary of implications]

2. Bargaining Power of Suppliers

Factors to evaluate:

Factor	Assessment	Notes
Supplier concentration	High/Med/Low	Number of suppliers
Switching costs	High/Med/Low	Cost to change suppliers
Supplier differentiation	High/Med/Low	Uniqueness of inputs
Forward integration threat	High/Med/Low	Can suppliers compete?
Importance to supplier	Critical/Important/Minor	Your share of their revenue
Substitute inputs	Many/Some/Few	Alternatives available

Overall Assessment: [HIGH/MEDIUM/LOW]

3. Bargaining Power of Buyers

Factors to evaluate:

Factor	Assessment	Notes
Buyer concentration	High/Med/Low	Few large vs. many small
Purchase volume	Large/Medium/Small	Relative importance
Switching costs	Low/Med/High	Cost to change vendors
Price sensitivity	High/Med/Low	Focus on price vs. value
Backward integration threat	High/Med/Low	Can buyers self-supply?
Information availability	Full/Partial/Limited	Market transparency

Overall Assessment: [HIGH/MEDIUM/LOW]

4. Threat of Substitutes

Factors to evaluate:

Factor	Assessment	Notes
Substitute availability	Many/Some/Few	Number of alternatives
Price-performance ratio	Better/Same/Worse	Value comparison
Switching costs	Low/Med/High	Friction to substitute
Buyer propensity to switch	High/Med/Low	Willingness to change
Perceived differentiation	Low/Med/High	Unique value

Overall Assessment: [HIGH/MEDIUM/LOW]

5. Competitive Rivalry

Factors to evaluate:

Factor	Assessment	Notes
Number of competitors	Many/Several/Few	Market fragmentation
Industry growth	Slow/Moderate/Fast	Growth rate impact
Fixed costs	High/Med/Low	Pressure to fill capacity
Product differentiation	Low/Med/High	Commoditization level
Exit barriers	High/Med/Low	Difficulty leaving market
Strategic stakes	High/Med/Low	Importance to competitors

Overall Assessment: [HIGH/MEDIUM/LOW]

Five Forces Summary Table

Force	Rating	Key Drivers	Implications
New Entrants	[H/M/L]	[Top factors]	[Strategic impact]
Supplier Power	[H/M/L]	[Top factors]	[Strategic impact]
Buyer Power	[H/M/L]	[Top factors]	[Strategic impact]
Substitutes	[H/M/L]	[Top factors]	[Strategic impact]
Rivalry	[H/M/L]	[Top factors]	[Strategic impact]

Overall Industry Attractiveness: [ATTRACTIVE / MODERATE / UNATTRACTIVE]

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PESTLE Analysis

Framework Template

Political Factors

Factor	Current State	Trend	Impact	Time Horizon
Government stability		↑ ↓ →	H/M/L	Short/Med/Long
Trade policies		↑ ↓ →	H/M/L
Tax regulations		↑ ↓ →	H/M/L
Government support		↑ ↓ →	H/M/L
Political relations		↑ ↓ →	H/M/L

Key Political Implications: [Summary]

Economic Factors

Factor	Current State	Trend	Impact	Time Horizon
GDP growth	X.X%	↑ ↓ →	H/M/L
Interest rates	X.X%	↑ ↓ →	H/M/L
Inflation	X.X%	↑ ↓ →	H/M/L
Exchange rates		↑ ↓ →	H/M/L
Consumer spending		↑ ↓ →	H/M/L
Unemployment	X.X%	↑ ↓ →	H/M/L

Key Economic Implications: [Summary]

Social Factors

Factor	Current State	Trend	Impact	Time Horizon
Demographics		↑ ↓ →	H/M/L
Cultural attitudes		↑ ↓ →	H/M/L
Consumer behavior		↑ ↓ →	H/M/L
Education levels		↑ ↓ →	H/M/L
Health consciousness		↑ ↓ →	H/M/L
Work-life balance		↑ ↓ →	H/M/L

Key Social Implications: [Summary]

Technological Factors

Factor	Current State	Trend	Impact	Time Horizon
R&D activity		↑ ↓ →	H/M/L
Technology adoption		↑ ↓ →	H/M/L
Automation		↑ ↓ →	H/M/L
Digital infrastructure		↑ ↓ →	H/M/L
Innovation rate		↑ ↓ →	H/M/L
Disruptive tech		↑ ↓ →	H/M/L

Key Technological Implications: [Summary]

Legal Factors

Factor	Current State	Trend	Impact	Time Horizon
Industry regulations		↑ ↓ →	H/M/L
Data protection		↑ ↓ →	H/M/L
Employment law		↑ ↓ →	H/M/L
Consumer protection		↑ ↓ →	H/M/L
IP rights		↑ ↓ →	H/M/L
Antitrust		↑ ↓ →	H/M/L

Key Legal Implications: [Summary]

Environmental Factors

Factor	Current State	Trend	Impact	Time Horizon
Climate change		↑ ↓ →	H/M/L
Sustainability reqs		↑ ↓ →	H/M/L
Resource availability		↑ ↓ →	H/M/L
Waste management		↑ ↓ →	H/M/L
Carbon regulations		↑ ↓ →	H/M/L
Environmental awareness		↑ ↓ →	H/M/L

Key Environmental Implications: [Summary]

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SWOT Analysis

Framework Template

Strengths (Internal, Positive)

Strength	Evidence	Strategic Value
[Strength 1]	[Data/proof]	High/Med/Low
[Strength 2]	[Data/proof]	High/Med/Low
[Strength 3]	[Data/proof]	High/Med/Low

Core Strengths Summary: [2-3 sentence synthesis]

Weaknesses (Internal, Negative)

Weakness	Evidence	Severity
[Weakness 1]	[Data/proof]	Critical/Moderate/Minor
[Weakness 2]	[Data/proof]	Critical/Moderate/Minor
[Weakness 3]	[Data/proof]	Critical/Moderate/Minor

Key Vulnerabilities Summary: [2-3 sentence synthesis]

Opportunities (External, Positive)

Opportunity	Size/Potential	Timeframe
[Opportunity 1]	$X / High/Med/Low	Short/Med/Long
[Opportunity 2]	$X / High/Med/Low	Short/Med/Long
[Opportunity 3]	$X / High/Med/Low	Short/Med/Long

Priority Opportunities Summary: [2-3 sentence synthesis]

Threats (External, Negative)

Threat	Likelihood	Impact
[Threat 1]	High/Med/Low	High/Med/Low
[Threat 2]	High/Med/Low	High/Med/Low
[Threat 3]	High/Med/Low	High/Med/Low

Critical Threats Summary: [2-3 sentence synthesis]

SWOT Strategy Matrix

	Strengths	Weaknesses
Opportunities	SO Strategies (use strengths to capture opportunities)	WO Strategies (overcome weaknesses to capture opportunities)
Threats	ST Strategies (use strengths to mitigate threats)	WT Strategies (minimize weaknesses and avoid threats)

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BCG Growth-Share Matrix

Framework Template

Axes:

• X-axis: Relative Market Share (High → Low, logarithmic scale)
• Y-axis: Market Growth Rate (High → Low, typically 10% as midpoint)

Quadrant Definitions

Quadrant	Growth	Share	Characteristics	Strategy
Stars	High	High	Market leaders in growing markets	Invest to maintain position
Cash Cows	Low	High	Market leaders in mature markets	Harvest for cash flow
Question Marks	High	Low	Small share in growing markets	Invest selectively or divest
Dogs	Low	Low	Small share in mature markets	Divest or minimize investment

Product/Business Unit Analysis

Product/BU	Market Growth	Relative Share	Quadrant	Recommended Strategy
[Product A]	X.X%	X.X	Star/Cow/QM/Dog	[Strategy]
[Product B]	X.X%	X.X	Star/Cow/QM/Dog	[Strategy]
[Product C]	X.X%	X.X	Star/Cow/QM/Dog	[Strategy]

Portfolio Balance Assessment

Quadrant	Number of Products	Revenue %	Investment Priority
Stars	X	X%	High
Cash Cows	X	X%	Maintain
Question Marks	X	X%	Selective
Dogs	X	X%	Low/Divest

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Value Chain Analysis

Framework Template

Primary Activities

Activity	Description	Value Created	Cost	Competitive Position
Inbound Logistics	Receiving, storing, inventory		$X	Strong/Average/Weak
Operations	Manufacturing, assembly		$X	Strong/Average/Weak
Outbound Logistics	Distribution, delivery		$X	Strong/Average/Weak
Marketing & Sales	Promotion, sales force		$X	Strong/Average/Weak
Service	Installation, support, repair		$X	Strong/Average/Weak

Support Activities

Activity	Description	Value Created	Cost	Competitive Position
Infrastructure	Management, finance, legal		$X	Strong/Average/Weak
HR Management	Recruiting, training, comp		$X	Strong/Average/Weak
Technology Dev	R&D, process improvement		$X	Strong/Average/Weak
Procurement	Purchasing, supplier mgmt		$X	Strong/Average/Weak

Value Chain Margin Analysis

Total Revenue:           $XXX
- Inbound Logistics:     ($XX)
- Operations:            ($XX)
- Outbound Logistics:    ($XX)
- Marketing & Sales:     ($XX)
- Service:               ($XX)
- Support Activities:    ($XX)
= Margin:                $XX (X%)

Competitive Comparison

Activity	Company	Industry Avg	Best-in-Class	Gap
[Activity]	X%	Y%	Z%	+/-X%

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Competitive Positioning Analysis

Framework Template

Positioning Dimensions

Common positioning dimension pairs:

• Price vs. Quality
• Market Focus (Niche vs. Broad)
• Solution Type (Product vs. Platform)
• Geographic Scope (Regional vs. Global)
• Customer Focus (Enterprise vs. SMB vs. Consumer)
• Innovation Level (Leader vs. Follower)

Competitor Mapping

Competitor	Dimension 1 Score (1-10)	Dimension 2 Score (1-10)	Market Share	Notes
Company A	X	X	X%	[Position description]
Company B	X	X	X%	[Position description]
Company C	X	X	X%	[Position description]

Strategic Group Identification

Strategic Group	Companies	Characteristics	Market Share
Group 1: [Name]	A, B, C	[Description]	X%
Group 2: [Name]	D, E	[Description]	X%
Group 3: [Name]	F, G, H	[Description]	X%

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Risk Assessment Framework

Risk Identification

Risk Categories

1. Market Risks: Demand changes, price pressure, market shifts
2. Competitive Risks: New entrants, competitor moves, disruption
3. Regulatory Risks: New regulations, compliance requirements
4. Technology Risks: Obsolescence, security, integration
5. Operational Risks: Supply chain, quality, capacity
6. Financial Risks: Currency, interest rates, credit
7. Reputational Risks: Brand damage, social media, ethics

Risk Assessment Matrix

Risk ID	Risk Description	Category	Probability	Impact	Score	Priority
R1	[Description]	Market	1-5	1-5	P×I	H/M/L
R2	[Description]	Competitive	1-5	1-5	P×I	H/M/L

Scoring Guide:

• Probability: 1=Very Unlikely, 2=Unlikely, 3=Possible, 4=Likely, 5=Very Likely
• Impact: 1=Minimal, 2=Minor, 3=Moderate, 4=Major, 5=Severe
• Priority: Score 15-25=High, 8-14=Medium, 1-7=Low

Risk Mitigation Planning

Risk ID	Risk	Mitigation Strategy	Owner	Timeline	Cost
R1	[Risk]	[Prevention + Response]	[Name]	[Date]	$X

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Financial Analysis Patterns

Revenue Projection Model

Year N Revenue = Year N-1 Revenue × (1 + Growth Rate)

Or bottom-up:
Revenue = Customers × Revenue per Customer × Retention Rate
        + New Customers × Revenue per Customer × (1 - Churn Rate)

Scenario Analysis Template

Metric	Conservative	Base Case	Optimistic
Market Growth	X%	Y%	Z%
Market Share	X%	Y%	Z%
Pricing	$X	$Y	$Z
Gross Margin	X%	Y%	Z%
Revenue Y5	$X	$Y	$Z
EBITDA Y5	$X	$Y	$Z

Key Financial Metrics

Metric	Formula	Target
Gross Margin	(Revenue - COGS) / Revenue	X%
EBITDA Margin	EBITDA / Revenue	X%
Customer Acquisition Cost	Sales & Marketing / New Customers	$X
Lifetime Value	ARPU × Gross Margin × Lifetime	$X
LTV/CAC Ratio	LTV / CAC	>3x
Payback Period	CAC / (ARPU × Gross Margin × 12)	<X months

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Data Collection Checklist

Market Size Data

• Current market size (with year and source)
• Historical market size (5-10 years)
• Market growth projections (5-10 years)
• CAGR (historical and projected)
• Regional breakdown
• Segment breakdown

Competitive Data

• Market share by company (top 10)
• Revenue by competitor
• Growth rates by competitor
• Strategic moves (M&A, partnerships, launches)
• Pricing information
• Product/service offerings

Customer Data

• Customer segments and sizes
• Segment growth rates
• Average deal size by segment
• Customer acquisition cost
• Customer lifetime value
• Churn rates

Industry Data

• Key industry trends
• Regulatory developments
• Technology trends
• Economic indicators
• Demographic trends

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Research Sources

Primary Research

• Customer interviews
• Expert interviews
• Surveys
• Focus groups

Secondary Research

• Market research reports (Gartner, Forrester, IDC, McKinsey)
• Industry associations
• Government statistics
• Company annual reports
• SEC filings (10-K, 10-Q)
• Earnings call transcripts
• Trade publications
• Academic journals
• News articles

Data Validation

• Cross-reference multiple sources
• Check date currency (prefer <2 years old)
• Verify methodology
• Note confidence levels
• Document assumptions