SPECIALISTS FOR MARKET POTENTIAL ANALYSIS IN B2B AND INDUSTRY

B2B market research agency specializing in market analysis, creates customized market potential analyses for industry and B2B sectors. Our strategic studies provide the foundation for developing new markets, target groups, and applications, for diversification projects, or for the strategic direction of companies.

On this page you can learn more about the structure of our market potential analyses, the methods used for data collection and the proven project approach for conducting market potential analyses in the industrial sector.

Facts on market potential analysis

KEY FACTS ABOUT MARKET POTENTIAL ANALYSIS

Facts on market potential analysis

Market potential describes the theoretically maximum possible sales and/or revenue volume of specific goods and services in a market (market capacity). Therefore, opportunities and risks in new and innovative markets can be derived from market potential.

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

In contrast 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 target markets . Market potential analyses also frequently serve as preparation for market entry .

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

QUESTIONS AND ANSWERS ON MARKET POTENTIAL ANALYSIS

Here we answer some frequently asked questions from our customers 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 market size of an existing market where real sales are already being generated). Using a targeted market share sales forecast can be calculated based on the market potential .

Especially with innovations and start-ups, estimating market potential often involves model calculations and scenarios based on assumptions, as there are no existing statistics or historical data. Crucial for successfully determining market potential and thus validly evaluating the business idea is clearly defining the target market/relevant market segments (for example, by product or product category) and transparently explaining the sources and assumptions used in the calculation.

Other important data and information that can be obtained additionally include, for example: market saturation, sales/sales volumes, sales potential, revenue/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, customer 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 durable goods, the purchase rate is negligible or even 1. In such cases, the formula can be simplified by removing one variable. The definition of the target group then already represents the underlying market potential, and the potential sales volume for a product can be determined from the number of customers.

A thorough market potential analysis provides a reliable and unbiased picture of the market situation, revenue potential, market growth, companies operating in the market, and future development scenarios. Opportunities and risks are examined equally to provide a sound basis for investment and strategic decisions. To achieve this, experienced analysts evaluate a wide range of sources . It is particularly important to be able to reliably assess the reliability and balance of individual sources. Information gathered through secondary research (statistics, market studies, trade journals, company databases, etc.) is typically corroborated by supplementary interviews with market participants and experts.

In practice, many market potential analyses tend to overestimate opportunities and growth rates while underestimating risks and competitive technologies . This is usually due to a one-sided research methodology and an unbalanced conflict of interest on the part of the author. The task of a neutral market analysis is to examine opportunities and risks equally, thereby creating a sound basis for investments and strategic decisions.

Readers of market potential analyses should exercise considerable skepticism, especially when studies forecast key figures down to the second decimal place over very long periods. Particularly with "off-the-shelf" market studies available for purchase and download online, the methodology and author's intentions should be carefully examined before adopting their findings for one's own potential assessments.

Since market potential analyses predict the future development of markets, they are naturally subject to uncertainties and risks. The task of experienced market analysts is therefore to paint possible of potential development scenarios to evaluate these in a structured manner, and to identify possible courses of action .

Generally speaking, the uncertainty of forecasts increases with the forecast period experience and industry knowledge of the market researcher are crucial for the quality and reliability 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 industries.

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

Through 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 efficiently and in a targeted manner :

Understanding product and innovation

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

Through personal meetings or detailed telephone conversations with you and your employees from technology and development, we ensure that we have all the necessary information and that we have 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, analyze international trade publications, draw on global company databases for competitive analysis, and, particularly in emerging markets, also use social networks, video platforms, and other innovative tools for data collection.

In this way, we also capture current market changes, new product developments from the competition, and have access to the latest market figures and market shares.

Access to industry experts

Especially in emerging markets, the assessments of market participants and industry experts are among the most important sources for evaluating potential. As a crucial complement to secondary research, we therefore utilize interviews with industry experts from our robust network of customers, suppliers, research institutes, universities, trade journalists, and consultants with expertise in the relevant field.

These customer surveys provide in-depth insights into the market's capacity to absorb (market saturation), purchasing intentions (sales potential) and possible sales volumes (sales potential).

Intelligent compression and analysis

"From data to insights" is the ultimate goal 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 combined to form a coherent overall picture, can the full potential of good market potential analyses be realized.

We are 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 specialists in industrial market potential analyses, our company possesses a wealth of experience and knowledge, as well as extensive expertise gained from more than 300 completed projects. Particularly in market analyses for the automotive industry, potential market studies in mechanical engineering, innovation analyses and market research in the electronics sector, or market evaluation and analysis in energy technology, we can routinely and efficiently develop reliable market potential assessments.

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

Extensive market potential analysis experience in industry

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

Our clients are medium-sized and larger manufacturers, suppliers, and service providers who are planning systematic growth in new sectors and want to benefit from the opportunities in future markets. We also support sophisticated M&A boutiques, investors, and trade fair organizers.

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 deploying these delivery robots is to automate the "last mile" of delivery. The market for delivery robots is currently in an early stage of its product lifecycle. Numerous providers are experimenting with these electric delivery vehicles and developing related services.

The analysis included defining terms, calculating market potential, determining market volume, market saturation, and upper limits, as well as identifying and describing competitors (number, revenues, sales volumes, and differences in their products and services). Determining market potential at a very early stage in the product life cycle aims to sustainably optimize product management and sales, and increase the diversity of the product range.

Sales volumes in the fuel cell segment are currently relatively low, and demand exists only in specific niche applications. However, forecasts predict a sharp increase in demand once the technology establishes itself as an alternative to battery-powered electric vehicles. In this scenario, the development of fuel cell manufacturing capacity could become an attractive growth market for specialized machine manufacturers: The high number of cells per fuel cell stack results in significant assembly effort. Processes must be automated and industrialized as production volumes increase.

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

In international logistics chains, so-called sensor-based systems for cargo monitoring and control are increasingly being used. The sensors monitor transport conditions (e.g., temperature, humidity, light exposure, vibrations, shocks) and track the load status of cargo carriers and vehicles. The number of units already in use is in the high six 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, among other things, the market potential and outlined 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 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 with regard to market volume and market potential. In addition, we conducted interviews with potential users of the lightweight construction technology and thus determined the most important requirements for the further development of the material in the target industries.

The integration of sensor data plays a crucial role in the successful implementation of partially and fully autonomous driving functionalities. In the medium term, OEMs in the passenger car sector are increasingly using 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 market saturation level and the potential for market penetration in order to develop 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 analyzed the market for surgical instruments in Germany and Europe.

We analyzed market size, competitive landscape, and customer requirements in the bone punch segment. The results of our analysis included information on various key performance indicators (KPIs), such as revenue/sales volume and a calculation of future potential sales. These findings formed the basis for the client's further business planning, the acquisition of investor funding, and systematic market development.

PROFESSIONAL MARKET POTENTIAL ANALYSIS OF UNCOMPROMISING QUALITY – EXTENSIVE REFERENCES

Our aim 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 testimonials – please see for yourself.

Further references

Individual consultation for your company analysis

At MEYER INDUSTRY RESEARCH, a trusting personal partnership and the high quality and reliability of our analyses are our top priorities.
We would be happy to advise you in detail and without obligation before any potential collaboration on a market study , including, if desired, a personal meeting at your location. We look forward to your inquiry and will gladly prepare a customized offer for you!

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