Market Research Report
Executive summary
[Decision and market boundary]
Market definition
[TAM, SAM, SOM definitions and calculation basis]
Customer segments
[Sources, dates, and assumptions]
Method and sources
[Segment size, need, and attractiveness]
Market size and growth
[Buying trigger, budget owner, and alternatives]
Buying behavior
[Recommendation and confidence level]
Competitive context
[Competitive context: decision, evidence, owner, constraints, and next action]
Implications and next research
[Implications and next research: decision, evidence, owner, constraints, and next action]
Measurement and Ownership
| Measure or deliverable | Baseline or input | Target or acceptance condition | Source | Owner | Review date |
|---|---|---|---|---|---|
| [TAM] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [SAM] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [SOM] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [Segment growth] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [Willingness to pay] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [Purchase conversion] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |