# Market research — [Project name]

> Free template by Sondari — https://sondari.fr/en/guides/exemple-etude-de-marche
> A fully worked example accompanies this template on the page above.

**Author:** [your name]
**Written on:** [DD/MM/YYYY]
**Last updated:** [DD/MM/YYYY]

**One rule applies throughout:** every quantified claim carries its source and
its date. A figure with no issuer cannot be checked and ages in silence.

---

## 0. Summary (write this last)

Five lines maximum: which market this is about, the demand you identified, who
already serves it, where you sit on price, and your go / refine / drop
conclusion.

- **Market:**
- **Demand identified:**
- **Competition:**
- **Price positioning:**
- **Conclusion:**

---

## 1. The market

### 1.1 Perimeter

Define the perimeter before the size, otherwise the size means nothing. State
the activity, the customer type, and the geography.

- Activity:
- Customer type:
- Geography:

### 1.2 Size

| Indicator | Value | Source | Date |
|---|---|---|---|
| Number of players / potential customers | | | |
| Sector revenue | | | |
| Change over 3–5 years | | | |

Free sources: national statistics institute, professional federations,
official company registries.

### 1.3 Direction

Is the market growing, flat, seasonal or declining? Use the 5-year Google
Trends curve plus one sector source.

- Observed trend:
- Evidence:

---

## 2. Demand

You are not describing a population — you are describing a **behaviour**.

### 2.1 Segments

| Segment | Who they are | Problem experienced | What they do today | Budget | Target? |
|---|---|---|---|---|---|
| A | | | | | yes / no |
| B | | | | | yes / no |
| C | | | | | yes / no |

### 2.2 Evidence of demand

- **Queries actually typed** (Google Autocomplete, People Also Ask):
  -
  -
- **Purchase-intent queries** (containing price, buy, software, tool, agency, best):
  -
- **Spontaneous complaints** (forums, groups, 1- and 2-star reviews of existing tools):
  -
- **Purchase frequency** (one-off / monthly / yearly):

### 2.3 What it costs them today

Does the problem cost time, money, or lost customers? Quantify it, even
roughly — that number is what will justify your price.

---

## 3. Competition

Never forget the two competitors everyone omits: **the spreadsheet** and
**doing nothing**.

| Competitor | What they sell | Public price | Served well | Served badly | Source |
|---|---|---|---|---|---|
| | | | | | |
| | | | | | |
| Spreadsheet / manual method | | €0 | | | |
| Doing nothing | | €0 | | | |

**Underserved segment identified:**

**Do competitors make a living from this market?** (age, recent reviews,
published prices) — if the answer is no, the real risk is not competition, it
is an empty market.

---

## 4. Regulatory environment

A short section, but the one that can stop everything.

- Mandatory qualification, licence or registration:
- Applicable technical or health standards:
- Mandatory wording on commercial documents:
- Personal data processing (role: controller / processor):
- Mandatory insurance:
- Source consulted + date:

---

## 5. Price positioning

Price is not decided by your costs, but by what the market already pays and by
what your customer avoids losing.

| Reference point | Observed price | Source |
|---|---|---|
| Free / manual option | €0 | |
| Entry level | | |
| Mid range | | |
| High end | | |

- **Your intended price:**
- **Payback argument, in one sentence:**

---

## 6. Quantified conclusion

If you cannot fill this section in, the study was documentation, not a
decision.

- **Genuinely reachable target:**
- **Conversion assumption (to be measured, not assumed):**
- **Target monthly revenue:**
- **Number of paying customers needed to reach it:**
- **The riskiest assumption in the project:**
- **How I will test it, and the success threshold set in advance:**

**Decision:** ☐ Go  ☐ Refine  ☐ Drop

---

## Reminder

A market research proves a market exists. It never proves anyone will buy from
you. Only a real commitment — a pre-order, a deposit, a paid pilot — proves
demand for your offer specifically.

Free demand crash-test: https://sondari.fr/en