SPECIALISTS FOR MARKET POTENTIAL ANALYSIS IN B2B AND INDUSTRY

B2B market research agency specializing in market analysis, MEYER INDUSTRY RESEARCH conducts customized market potential analyses for industries and B2B sectors. Our strategic studies provide the foundation for developing new markets, target groups, and applications, for diversification projects, and for the strategic alignment of companies.

On this page, you can learn more about the structure of our market potential analyses, the methods we use to collect data, and the proven project approach we use to conduct market potential analyses in the industrial sector.

Facts about market potential analysis

IMPORTANT FACTS ABOUT MARKET POTENTIAL ANALYSIS

Facts about market potential analysis

Market potential describes the theoretically maximum possible sales and/or revenue volume of certain goods and services (market capacity) in a market. Thus, market potential can be used to derive opportunities and risks

Calculating market potential and determining market volume are often used to check chances of success business plans , to develop a market strategy or to carry out a market-side assessment for larger investments .

Compared to traditional market analysis or market studies , market potential analyses often focus on new and innovative markets, products, or services that can open up new market niches or a new target market . Market potential analyses are often also used to prepare for market development .

investors and public funding agencies also require a neutral and comprehensible market potential analysis in order to be able to reliably assess the market situation and the risks associated with the investment.

QUESTIONS AND ANSWERS ABOUT MARKET POTENTIAL ANALYSIS

Here we answer some frequently asked questions from our clients about conducting a market potential analysis:

A market potential analysis systematically determines the potential sales volume of a defined product/service in a specific region. Market potential expresses the theoretically achievable size of a market (not to be confused with the actual size of an existing market in which real sales are already being generated). Using a targeted market share sales forecast can be calculated based on the market potential .

Especially for innovations and start-ups, estimating market potential involves model calculations and scenarios based on assumptions, as there are no statistics or past experience yet. Key to successfully determining market potential and thus a valid evaluation of the business idea is a clear definition of the target market/relevant market segments (e.g., by product or product category) as well as a comprehensible presentation of sources and assumptions in the calculation.

Other important data and information that can be obtained include: market saturation, sales/sales volumes, sales potential, turnover/market volume, market shares or number of companies in the market.

The most common criticism of market potential analyses is the overestimation of target group size, customers' willingness to pay and growth opportunities as well as the underestimation of competitive technologies and substitutes .

Market potential can generally be calculated using the formula: number of potential buyers (target group size) x average purchase rate over a specific period. For long-lasting products, the purchase rate is negligible or close to "1." The formula can then be reduced by one factor, simplifying the calculation. The definition of the target group then already represents the underlying market potential, and the potential sales volume for a product can be determined based on the number of customers.

A good market potential analysis provides a reliable and unbiased picture of the market situation, sales potential, market growth, companies in the market, and future development scenarios. Opportunities and risks are equally examined to provide a solid basis for investment and strategic decisions. To achieve this goal, experienced analysts evaluate as diverse sources . It is particularly important to be able to soundly assess the reliability and balance of individual sources. The information obtained through secondary research (statistics, market studies, trade journals, company databases, etc.) is usually reinforced by additional interviews with market participants and experts.

In practice, many market potential analyses tend to over-evaluate opportunities and growth rates and undervalue risks and competing technologies . This is usually due to a one-sided research methodology and unbalanced interests . The task of a neutral market analysis is to examine opportunities and risks equally, thus creating a sound basis for investments and strategic decisions.

Readers of market potential analyses should exercise extreme skepticism, even when studies forecast key figures over very long periods of time, accurate to the second decimal place. Especially with "off-the-shelf" market studies that are available for purchase or download online, the methodology and author's intention should be carefully examined before adopting statements from these studies for one's own potential assessments.

Since market potential analyses forecast the future development of markets, they are inherently subject to uncertainty and risk. The task of experienced market analysts is therefore to draw possible of possible development scenarios evaluate them in a structured manner, and identify possible courses of action .

In general, the uncertainty of forecasts increases with the forecast period experience and industry knowledge crucial for the quality and validity of the data obtained

MEYER INDUSTRY RESEARCH focuses on market potential analyses in the industrial and B2B (business-to-business) sectors. We develop customized potential analyses in the automotive, mechanical engineering, medical technology, electronics, and energy technology sectors.

Do you have any further questions about conducting a market potential analysis? We would be happy to assist you.

Do you have any further questions about conducting a market potential analysis? We would be happy to assist you.

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SUCCESS FACTORS IN MARKET POTENTIAL ANALYSES

In more than 300 market analyses conducted in the industry, we have learned what is important when analyzing market potential, what opportunities and limitations exist when acquiring future-oriented data, and how to efficiently and purposefully :

Understanding product and innovation

Especially with new products, innovations and new technologies, a precise understanding of the product, product features and knowledge of the unique selling points of the innovation is an important prerequisite for being able to correctly align the market potential analysis.

Through personal appointments or detailed telephone discussions with you and your technical and development staff, we ensure that we have all the necessary information and a shared understanding of the planned analysis.

Extensive research access

We have access to numerous important research tools in technology sectors worldwide. For example, we utilize access to international market research databases, evaluate the international trade press, access global company databases for competitive analysis, and, especially in emerging markets, also utilize social networks, video platforms, and other innovative tools for data acquisition.

In this way, we also record current market changes, new product developments from competitors and have access to the most up-to-date market figures and market shares.

Access to industry experts

Especially in new markets, the assessment of market participants and industry experts is one of the most important sources for assessing potential. As an important complement to secondary research, we therefore use interviews with industry experts from our robust network of customers, suppliers, institutes or universities, trade journalists, and consultants with expertise in the relevant field.

These customer surveys provide in-depth insights into the market’s absorption capacity (market saturation), purchase intentions (sales potential) and potential sales volumes (sales potential).

Intelligent compression and analysis

"From data to insights" is the ultimate challenge of any good market potential analysis. Only when the data on market potential, market volume, statistics, key figures, and detailed information obtained from various sources are brought together, compared, and compiled into a coherent overall picture can the full potential of good market potential analyses be realized.

We would be happy to support you in this step with our experience from numerous consulting projects in your strategic planning and investments efficiently and professionally.

Experience and references

As a specialist in industrial market potential analyses, our company boasts a wealth of experience and knowledge, as well as extensive expertise gained from more than 300 completed projects. We are particularly skilled at developing robust market potential analyses, particularly in automotive market analyses, potential market studies in mechanical engineering, innovation analyses and market research in the electronics sector, and market evaluation and market analysis in energy technology.

This experience guarantees the success of your project. See what our clients say about working with MEYER INDUSTRY RESEARCH B2B market analysis references

EXTENSIVE MARKET POTENTIAL ANALYSIS EXPERIENCE IN INDUSTRY

MEYER INDUSTRY RESEARCH offers customized market potential analyses for automotive, mechanical and plant engineering, electronics, energy, and other technology-driven industries.

Our clients are medium-sized and large manufacturers, suppliers, and service providers planning systematic growth in new industries and seeking to capitalize on the opportunities offered by emerging markets. We also support sophisticated M&A boutiques, investors, and trade fair companies.

Click on the project examples to learn more about some recent market potential analyses:

Autonomous delivery robots are small, electrically powered vehicles that deliver goods, packages, or groceries. The goal of using delivery robots is to automate the "last mile" of delivery. The market for delivery robots is currently in the early stages of its product life cycle. Numerous providers are experimenting with electric delivery vehicles and developing related services.

The analysis also included defining terminology, calculating market potential, calculating market volume, market saturation, and upper limits, as well as identifying and describing competitors (number, revenue, sales volume, and differences in their products and services). By determining market potential, product management and sales are to be sustainably optimized and the diversity of the product range increased at a very early stage in the product life cycle.

Sales volumes in the fuel cell segment are still relatively low today, and demand exists only in specialized niche applications. However, forecasts predict a sharp increase in demand as the technology establishes itself as an alternative to battery-powered electric vehicles. In this scenario, the expansion of production capacities in the fuel cell sector could become an attractive growth market for specialized machine manufacturers: The high number of cells per fuel cell stack leads to high assembly costs. As volumes increase, processes must be automated and industrialized.

Against this backdrop, a medium-sized automation specialist commissioned us to determine current demand, market volume, and the number of competitors and products. In a further step, we conducted calculations for the company's future sales potential.

Sensor-based systems for cargo monitoring and control are increasingly being used in international logistics chains. These sensors monitor transport conditions (e.g., temperature/humidity/light exposure/vibrations/shocks) and track the loading status of load carriers and vehicles. Unit sales are already reaching high six-figure figures. For our client, we conducted a comprehensive market analysis of the global market for sensor-based cargo tracking systems.

For our client, we calculated the market potential and identified various market entry options.

For our client, we conducted a market potential analysis to investigate new areas of application for an innovative CFRP material that is characterized by its exceptional stability, low weight, and high surface resistance.

Of particular importance in the analysis was the structured identification of new application possibilities and their evaluation in terms of market volume and market potential. We also conducted interviews with potential users of the lightweight construction technology to determine the most important requirements for the further development of the material in the target industries.

The integration of sensor data plays a key role in the successful implementation of partially and fully autonomous driving functions. In the medium term, OEMs in the passenger car sector will increasingly deploy central control units, so-called ADAS domain controllers.

For our client, an automotive electronics supplier, we developed a specific market potential analysis for the development of an ADAS domain controller in the passenger car and commercial vehicle market. Key elements included the current saturation level and market penetration potential for developing a marketing strategy.

The market for surgical instruments is large and growing at a steady rate. For an innovation in the field of bone punches/rongeurs for our client, we examined the market for surgical instruments in Germany and Europe.

We analyzed the market size, competitive situation, and customer requirements in the bone punching segment. The results of our analysis included information on various key performance indicators, such as sales/sales volume and a calculation of future potential sales/sales potential. They formed the basis for the client's further business planning, the acquisition of investor capital, and systematic market development.

PROFESSIONAL MARKET POTENTIAL ANALYSIS OF UNCOMPROMISING QUALITY – EXTENSIVE REFERENCES

Our goal is always to achieve the best possible results for our clients. Managing directors, sales managers, and strategy and business development managers at more than 100 client companies rely on our meticulous market analyses for one key reason: the uncompromising quality and reliability of the results from our market and competitive analysis .  Our discerning clients also value our expertise and the personal and open collaboration with our team. They express their satisfaction in numerous references – please see for yourself.

Further references

INDIVIDUAL CONSULTING FOR YOUR COMPANY ANALYSIS

Trustful personal cooperation and the high quality and reliability of our analyses are top priorities at MEYER INDUSTRY RESEARCH.

We would be happy to provide you with an in-depth, non-binding consultation prior to a potential collaboration , including a personal on-site consultation upon request. We look forward to receiving your inquiry and will be happy to prepare a customized quote for you!

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