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Secondary research: internet, printed documents • Benchmark against existing products and companies • Look at companies who have recently failed • Sources: Frost and Sullivan, ISIS, data monitor reports, SEC filings/10k/annual reports Market Analysis: Primary Research SURVEYS AND QUESTIONNAIRES • Use Google Survey or Survey Monkey • • https://www.google.com/insights/consumersurveys/home https://www.surveymonkey.com • Decide on questions and response matrix • Should be specific, not for general information gathering • Distribute in many ways (social media, emails, word of mouth) to potential users – avoid bias Market Analysis: Primary Research INTERVIEWS Provide in-depth expert information In-person, emails, phone calls Key opinion leaders: internet, personal connections, conferences, published literature Identify pain points Ask why questions OUR ADVANTAGES Typical response rate: 5-10 Use academic email, network and reputation: 15-17 Silicon Valley Culture helps (but avoid BIAS ) TO OBTAIN A REPRESENTATIVE SAMPLE: START ON DAY 1 Due Diligence 1..
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