Case Study: Corporate
Technology Industry Market Sizing Case Study
The Client
An American multinational computer software company, a market leader, offering bundled software solutions for millions of users worldwide.
The Agency [Partnership with SDC]
A consultancy based in Utah specializing in forecasting and sizing with a rich background in statistical modeling.
The Business Issue
The client’s objective was to understand the overall size and growth potential of the markets in which it participates. Specifically, the company needed sizing information that will assist in better understanding its total potential market by region/country, industry, company size, occupation segments, and key behavioral activities.
The Methodology
To adequately measure the market potential and to project to all the populations, markets, and segments of interest to the client company, the agency proposed a total potential market model. This model included an integration of primary market research efforts with a variety of data sources, notably including a proprietary demographic database. Combining these in-depth and diverse data sources and applying data modeling and statistical analysis helped derive the size of the potential market. It also helped define customer behavior for the client company's various segments. To forecast segments and subsegments over years, the historical trends from the individual subsegments were first computed which were then applied to the current values to create forecast estimates.
SDC has built a long-lasting relationship with the agency and the client over the past decade and has contributed to the efficient functioning of the sizing study. The success of the initial benchmark study led to an annual sizing effort for over 10+ years. SDC has been involved in all aspects of the detailed execution of primary research including project design, development, management, in-depth analysis, and delivery of results. SDC has contributed significantly to the sizable 12-country survey, in defining the activity and tools in the demographic detail, and helped in the integration of these findings to achieve the total potential model results and forecasts. SDC also managed all the vendor relationships including programming, sampling, and translation across the client, agency, and vendor teams.
The Result
A well-defined total potential market and its segments by a meticulous analysis of primary research and demographic detail. A deep dive into activities that drive these segments across country, occupation, and industry. The success of the study has created a YOY model which continually feeds the strategic planning efforts of the client company and all the stakeholders it addresses. The study also analyzed the growth trend for the segments, subsegments, and activities and tailored the market potential to meet the target definitions provided by the client.
How Did SDC Consulting Support This Research Study?