Market study: proving there is a real need
A market study isn't a box to tick: it's proof the problem exists, for how many people, and that they'd choose your solution. Three facts beat a consultancy report.
The questions to answer
Before charts, answer plainly: who has the problem, how often, what do they do today, and why would your solution be chosen?
- Realistic size: the segment you can actually reach, not 'the African market'.
- Current alternatives: what people already use (even 'nothing' is an answer).
- Willingness to pay or adopt, backed by concrete signals.
Small fieldwork, big credibility
Ten targeted interviews beat a 1,000-response survey that goes nowhere. Cite what you actually observed; if you don't have data yet, say so and describe how you'll get it.
Avoid the inflated figure: a 'multi-billion market' with no addressable segment signals you haven't chosen.
GIAN's role
The diagnostic situates your project (sector, stage, region) and surfaces strengths and risks. It doesn't replace your fieldwork, but it structures what you know and points to what's left to verify.