If you’re looking to expand your business or start a new one, or you’re simply someone who wants to stay ahead of the trends in the business world, then gaining an understanding of your target audience is of utmost importance. Market analysis involves gathering data, analyzing it, and interpreting it to understand your target audience, market, and competitors.

Market analysis is a crucial step in any business strategy since it can allow you to make the best long-term decisions for your business. In this guide, we’ll dive deeper into different types of market analysis, the technique and tools you can use, and how to effectively analyze and interpret the data you collect.

Whether you’re a market professional or a small business owner, this guide will offer you with skills and expertise you need to understand conducting market analysis.

Types Of Market Analysis

SWOT Analysis

SWOT analysis is a strategic planning tool that allows small businesses and organizations to identify their weaknesses, strengths, threats and opportunities. This market analysis is most often used to evaluate the external and internal factors of the business, which present a chance to affect the business’s performance. SWOT analysis is an acronym for:

  • Strength
  • Weakness
  • Opportunities
  • Threats

To conduct this analysis, businesses usually begin by listing their internal weaknesses and strengths. This list can include skilled workforce, brand, or location. After that, they’ll have to identify external threats and opportunities, such as new competitors in the market, changes in customer demand, and more. Once businesses have gathered this information, they can use it to develop a strategic business plan, fix their weaknesses, and capitalize on specific opportunities while mitigating the threats.

This analysis can be used for various situations, such as business plan design and development, marketing and strategic planning. Although it’s a simple tool, it can be very powerful since it allows businesses to find opportunities for improvement and growth.

PESTLE Analysis

This type of analysis is used to analyze the external macro-environmental factors that can affect any business or organization. The acronym stands for:

  • Political
  • Economic
  • Sociocultural
  • Technological
  • Legal
  • Environmental

If you understand how these factors affect your business operation, you may be able to make informed decisions about your business and design effective strategies.

Business analyst firms usually analyze this by identifying the key factors that may affect your business. For example, political factors can include GDP and interest rates; sociocultural factors can include consumer attitudes and demographics, and so on. Once they’ve identified these factors, they’ll be able to evaluate the impact these factors can have on your business. Market research companies do this by monitoring news or researching trends.

Closeup of a data dashboard

Competitive Analysis

Competitive analysis is where market analysts determine the strengths and weaknesses of your competitors. By doing so, they can help you make an informed decision and develop a business strategy to gain a competitive advantage.

Business analysts do this by identifying your main competitors in the market. This can be done by looking at the market share or researching the industry you work in. Once they have done that, they gather information about their products or services, marketing strategies, pricing, and target market.

Once they have gathered all the information, business analysts analyze it to identify their strengths and weaknesses. For example, one of your competitors may have strong brand recognition or offer a wide range of services, but their cost structure is higher than most. At the same time, some of your competitors might have fewer products to offer but at lower rates.

You can use this information to adjust your business strategy accordingly. For example, if your competitor is gaining more sales because of their brand recognition, then you can work on marketing your brand effectively. Or if some other competitor offers lower prices, you can find ways to cut down on your product costs without compromising quality.

Techniques And Tools For Market Analysis

If you don’t have the right tools to conduct this analysis, it can be difficult to gather data effectively and interpret it to make an informed decision about your business. Some of the most common techniques and tools include:

  • Surveys
  • Focus groups
  • Questionnaires
  • Interviews
  • Social media listings
  • Market research databases

Surveys and Questionaries

Surveys and questionnaires are widely used tools for market analysis. Surveys can be conducted online, over the phone, or in person, and business analysts can use them to gather information about consumer attitudes, opinions, and preferences. They are a cost-effective and efficient way to gather data from a large sample of participants. Questionnaires are similar to surveys but are usually self-administered and can be delivered via mail, email or online.

Focus Groups

Focus groups gather qualitative data from a small group of participants. They are typically conducted in person and involve a moderator who leads a discussion among the group. The participants are usually chosen based on their demographics or characteristics relevant to the research. Focus groups can gather information about consumer attitudes, opinions, and preferences and test new products or concepts.


Interviews are a technique used to gather qualitative data from individual participants. They can be conducted in person, over the phone, or online, and they typically involve a structured set of questions. Interviews can be used to gather in-depth information about consumer attitudes, opinions, preferences and information from experts in the field.

Market Research Databases

Market research databases are a valuable tool for market analysis; they provide access to data on various topics, including industry trends, consumer behavior, and market size. Business analysts can access these databases online to gather data on a specific market or industry.

Social Media Listings

This technique is used to gather information about consumer attitudes, opinions, and preferences from social media platforms. It involves monitoring social media channels for mentions of your brand, competitors, and industry. Market research analysts can use it to gather information about consumer sentiment, identify potential brand ambassadors, and track the effectiveness of marketing campaigns.

The qualified business analysts at The Analyst Agency can help you develop an effective market research plan and stay ahead of your competitors. We provide business analysis services, data visualization consulting, industry and media analysis and more.

Contact our team for more details about our services.



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