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Information or Data Analysis
Author:admin    Source:Sino-report    Number of clicks :     Update time:2018-05-31 21:11
Information procured from secondary and primary initiatives are then, analyzed by using the following tools/models: (a partial list)

Information procured from secondary and primary initiatives are then, analyzed by using the following tools/models: (a partial list)

  • Identifying variables and establishing market impact
  • Establishing market trends
  • Analyzing future opportunities and market penetration rates by understanding product commercialization, regional expansion etc.
  • Analyzing reimbursement/regulatory trends and changes in market dynamics to establish future growth
  • Analyzing sustainability strategies adhered by market participants in an attempt to determine future course of the market
  • Analyzing historical market trends and super-imposing them on the current and future variables to determine year-on-year trends
  • Understanding consumer base, procedure trends and regulatory framework
  • Keeping a track of technological advancements in individual segments
  • Base numbers are established by analyzing the following:
    • 1. Company revenues and market share (this list generally includes the analysis of revenue published by publicly listed manufacturers)
    • 2. Derivation of market estimates via analyzing parent and ancillary markets

The following techniques outline our research methodology:

  • Model selection: demand based bottom up approach, usage rates based approach and mixed approach (top down and bottom up)

Market research approaches

Market research approaches diagram

Value chain based sizing & forecasting

Value Chain
  • Penetration modeling for products
    • 1. Determining and forecasting penetration via analyzing product features, proposed pricing, availability of internal and external substitutes etc.
    • 2. Heuristic estimation of year-on-year sales by conducting primary interviews with:
      • - Healthcare practitioners
      • - Industry experts & KoLs
      • - Distributors
    • 3. Product sizing and forecasting by following a diffusion model based on S-curve growth
  • Analysis of current usage rates and patterns to determine substitution rates
  • Regression and variable analysis
    • 1. Identifying variables and assigning impact to determine growth)
    • 2. QFD modeling for market share assessment (an example cited in the figure below)
    • 3. Referring to historic data to establish base estimates
    • 4. Using exponential smoothing for forecasting
  • User size based penetration
    • 1. Analyzing current needs and determining penetration to estimate market size or sales
    • 2. Using unmet needs and capitalization rates to determine growth
  • Trend analysis (based on year on year trending models)

QFD Modeling for Market Share Assessment

Scores derived via QFD Price Efficacy rates Current penetration Future prospects Consumer preference index
Product A 10 9 7 9 6
Product B 8 9 4 6 5
Product C 10 7 1 7 9
Product D 4 8 10 9 4
Product E 8 6 6 3 1
Weightage in terms of %
Price 25%
Efficacy rates 25%
Current penetration 25%
Future prospects 10%
Consumer preference index 15%
Market shares as calculated for initial research purposes
  Average score Relative market size
Product A 8.3 24.84%
Product B 6.6 19.47%
Product C 6.6 19.32%
Product D 7.0 20.65%
Product E 5.5 16.08%


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