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INF2325: Launching Information Ventures

A course guide and workshop materials for market research

Market research can be hard

  • Library databases may have limited value for you depending on the nature of your venture.
  • The market research you do find may not be specific enough to your venture, e.g. geography, industry, customer segment.
  • Doing market research is time-consuming - be careful to allocate your time appropriately between primary and secondary market research.
  • Market research may produce conflicting data about your market.  Look at the sources involved, evaluate for potential bias or methodology issues, and do your best to triangulate.
  • Market research can be messy.  Sometimes, you have to use a best-guess or an estimate when sizing or analyzing a market. 
  • Market research is no substitute for a powerful story about the problem your team is trying to solve - but all startups need to do it!

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Market research in practice

Market research by startups often gets boiled down to just one or two slides in a pitch deck, like in this AirBnB example.  So don't lose perspective!