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---
name: market-research
description: Research a market using current evidence on customers, categories, demand, pricing, trends, channels, and market structure.
---
# Market Research
Use when product, business, or marketing decisions depend on external market conditions.
## Procedure
1. Define the decision, market boundary, geography, customer segment, and timeframe.
2. Gather primary and reputable secondary evidence; record source dates because market evidence decays.
3. Analyze customer needs, alternatives, buying behavior, category structure, distribution, pricing, and relevant trends.
4. Estimate market size only to the precision supported by evidence; show assumptions and calculation method.
5. Triangulate important claims across independent sources where possible.
6. Separate observed facts, estimates, and inference.
7. End with decision implications and uncertainty that materially affects them.
## Quality gate
Research should reduce uncertainty for a specific decision. Do not manufacture precision from weak market data.
