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  • Section 5 : Chapter 2 Market Research

    This chapter presents the importance of market research in the startup creation process. It explains how market analysis helps validate a business idea, understand customer expectations, define a target audience, and develop a competitive and viable offer.

    The document outlines the key steps of conducting market research:

    • Defining the market and its trends,

    • Identifying customer segments and analyzing their behaviors,

    • Studying the demand and the competition (direct and indirect),

    • Segmenting the market for targeted strategies.

    It also includes PESTEL analysis (Political, Economic, Social, Technological, Ecological, Legal) to evaluate the external environment. The final section describes how to synthesize and report findings, identify risks and opportunities, and estimate potential revenue.


    • page icon
      Objectives of the Chapter Page

       Objectives of the Course: Market Research Module

      • Understand the Role of Market Research in Startup Development
        To explain the importance of market research in validating an idea, building a relevant offer, and ensuring project feasibility.

      • Define and Analyze the Target Market
        To equip students with the skills to identify the target market, understand customer profiles, and evaluate market trends and size.

      • Identify and Analyze Competition
        To train students to recognize direct and indirect competitors, analyze their offers, and identify market gaps or advantages.

      • Understand Customer Behavior and Needs
        To teach how to gather and interpret customer motivations, usage patterns, satisfaction levels, and segmentation criteria.

      • Develop Strategic Thinking Based on Market Data
        To help students use collected information to inform strategic decisions such as positioning, pricing, and targeting.

      • Conduct Environmental and PESTEL Analysis
        To introduce macro-environmental analysis (political, economic, social, technological, ecological, legal) to assess market opportunities and risks.

      • Practice Market Research Methods
        To provide hands-on experience in using tools such as surveys, interviews, and desk research to collect and analyze market data.

      • Estimate Market Potential and Revenue Forecasts
        To guide students in estimating projected revenue and evaluating the financial viability of their business idea.



    • resource icon
      Chapter's ressources Fichier

      In this section, you will find resources relating to the chapter:

      • A PDF file detailing the chapter.
      • A French slide presentation of the chapter.
      • A video of the chapter.

    • forum icon
      Chapter 2 forum

      This forum is dedicated to discussions and collaboration around market research for startups, as outlined in the course module "The Market Research". It provides a space for students, entrepreneurs, and project teams to share experiences, ask questions, and get feedback on how to understand their target market and customers.

      Participants can:

      • Post and refine market research questions, surveys, and interview guides.

      • Share data sources, trends, and reports relevant to their industry or idea.

      • Discuss target audience identification, customer behavior, and segmentation strategies.

      • Analyze competitor profiles and market opportunities together.

      • Collaborate on PESTEL analyses (Political, Economic, Social, Technological, Ecological, Legal) of different markets or regions.

      • Help each other interpret findings and estimate market size and potential revenue.


    • quiz icon
      Test 3