Analyze Markets: Growth, Trends, and Opportunity

Overview

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This course develops market sizing and growth analysis capabilities essential for research professionals. Learners will master market sizing frameworks (TAM, SAM, SOM) and techniques for calculating year-over-year growth metrics. Through practical data analysis exercises, learners will build the quantitative skills needed to identify high-growth market segments and significant performance trends.

Syllabus

Market Sizing & Opportunity Assessment

In this module, learners will build the foundational skill of market sizing. They will explore why accurately defining a market is critical, using real-world examples of both massive successes and costly failures. Learners will move from theory to practice by defining the TAM, SAM, and SOM framework and then applying it directly to a business scenario in a hands-on activity, learning to distinguish between the total theoretical market and a realistic, obtainable target.

Growth Trend Identification and Analysis

This module focuses on analyzing market dynamics over time. Learners will discover the power of year-over-year (YoY) growth as a key performance indicator, exploring how this single metric can tell a powerful story about a company's trajectory. They will learn the formula, apply it in a hands-on spreadsheet exercise, and use visualization techniques to make significant trends immediately obvious, preparing them to present data with impact.