Markedsanalyser

Markedsanalyser are systematic processes used to collect, interpret, and present information about a market to support decision-making in business or public policy. They examine market size and growth, market structure and dynamics, customer needs and behavior, competition, and the regulatory and macroeconomic environment that affects demand and supply. In Danish usage, markedsanalyse is used for a market analysis, while markedsanalyser denotes the plural or the set of analyses.

Markedsanalyser combine primary research (surveys, interviews, focus groups) with secondary sources (industry reports, official statistics, trade publications). Analysts apply quantitative methods (size estimation, forecasting, pricing analysis) and qualitative methods (customer segments, perceptual mapping). Common frameworks include segmentation, competitive analysis, SWOT, PESTLE, and Porter's Five Forces.

Typical deliverables include market reports, market size and growth forecasts, competitive landscapes, consumer insights, entry or expansion plans, and marketing strategy recommendations. Outputs are tailored to stakeholders such as executives, product managers, investors, or policymakers.

Markedsanalyser are used in product development, market entry decisions, pricing strategies, risk assessment, and policy evaluation. They can focus on B2B markets, B2C markets, digital commerce, or regional markets. Data quality, timeliness, and transparency of methods are critical.

Limitations include data gaps, lag between data collection and publishing, cultural context, and potential biases in respondent samples. Ethical considerations include privacy and the responsible use of consumer data.