Nichemetode

Nichemetode is a systematic framework used in market research and product development to identify and exploit niche markets. The method focuses on precise customer segmentation and tailored value propositions within a narrow market segment, rather than attempting to appeal to a broad audience. It aims to create defensible competitive positions by addressing specific needs.

The term appears in European business literature as a practical approach to niche targeting; its exact definition and components vary by discipline. In practice, the nichemetode combines data-driven segmentation with qualitative insights from customer interviews, bringing together quantitative market size estimates and qualitative validation of customer pains and buying motives.

Core elements include clearly defined objectives, data collection from multiple sources, segmentation using criteria such as needs, behavior, and willingness to pay, and evaluation of segments for size, growth potential, accessibility, and competition. The method also encompasses designing a tailored value proposition and a route to market for the chosen niche.

Process steps are typically iterative: define scope, gather data, create segments, assess opportunities, design offerings, test through pilots or small campaigns, and scale if successful. Applications span startups and small to medium enterprises in B2C and B2B, especially where customization, specialization, or local adaptation adds value.

Benefits include stronger product-market fit, clearer messaging, and lower customer acquisition costs within the niche. Limitations involve the risk of over-narrowing, data quality issues, and the need for ongoing monitoring as market conditions evolve.