Markedskunnskap

Markedskunnskap is the knowledge about markets that informs business decisions. It includes understanding customer needs and preferences, market size and growth, market segments, competition, distribution channels, pricing dynamics, and external factors such as regulation and macroeconomic conditions. The concept covers both codified knowledge (datasets, reports, models) and tacit knowledge gained through experience, relationships, and ongoing market interaction.

Sources and methods include primary research (surveys, interviews, experiments), secondary research (industry reports, financial statements, trade publications), and data analytics that combine internal sales data with external data. Qualitative insights help identify needs and motivations, while quantitative data supports measurement and forecasting. Market knowledge is often built iteratively, through ongoing observation and testing of hypotheses about how markets behave.

Applications of markedskunnskap span strategic and operational decisions. It informs product development and positioning, guides pricing strategies, shapes market entry and expansion plans, selects distribution channels, and supports marketing and communication strategies. It also underpins risk assessment and investment decisions by providing evidence about market potential, competitive dynamics, and regulatory conditions.

Challenges include data quality and relevance, timeliness in fast-changing environments, biases in interpretation, privacy and data-protection constraints, and the need to integrate market knowledge across functions within an organization. Despite these challenges, markedskunnskap helps align offerings with real-world conditions, supporting better decisions and increased responsiveness to market changes.