Market Opportunity

Analysis for Product

Managers
Hello, I’m

Nur Fasya Febriarti

1. I am currently working in Tokopedia
2. I am currently working as a Product Manager Your photo here
(3 years)
3. I graduated from Petroleum Engineering
4. I like to watch comedy series, I am currently
binge-watching The Office
5. Please feel free to correct me and discuss
things with me
Today’s Topics

● What is Market Opportunity Analysis

● Why is it important to conduct market research

● How do we conduct market research

● What to do with the findings

● Conclusion
What is Market Opportunity
Analysis?
Anyone remember these two mobile application? This is an example of mobile
application that fails to continuously capture the attention of their customers.
Market Opportunity Analysis
Internal
Evaluation

By Definition

A process that allows you to Competitor Business

Product
discover the opportunity on how Analysis Strategy

you can take your products to the

next level by revealing new
potential to acquire.

Customer
Feedback
Why is Market Opportunity
Analysis Important?
Identify customer Stay ahead of Push for business
needs competition expansion
 Benefit of Market Opportunity Analysis

Make better long-term product strategy

Opportunity to evaluate current product demand and experience

Identify new potential product marketing strategies

Uncover areas for further product expansion

How do you conduct Market
Opportunity Analysis?
Systemic Research 1-on-1 Research Mass Research

1. A/B Testing 1. Usability Testing 1. Quantitative Survey

2. Focus Group Discussion 2. Feedback Form
2. Eyeball Testing
3. In-Depth Interview 3. Customer Tickets
4. Competitive Benchmark
4. Card-Sorting

Useful for
Useful for Useful for
5. Getting deep-level of answers
3. Get real-time data on live from real-life customers 5. Getting problem sizing in order to
products support your hypothesis
6. Understand the underlying
4. Hypothesis cannot be gathered
messages that cannot be
during pre-development research
captured using numbers
 Market Opportunity Analysis Process
Define the target Create the Conduct the
Identify the problem Define the scope
audience research plan research

You need to define first Sometimes when you You do not want to ask In this steps, you are Meet your customers and
what problem you are have a problem, the the wrong questions to most likely working gather the results.
going to solve and why it objective can get pretty the wrong audience. In together with the
is important to solve the wide during the order to get the insightful research team to build
problem. Thus, you can planning. In order to answers, you need to the questions and any
start to define the prevent that, you need to define who is having the material needed to
research plan maintain the scope based problem conduct the research
on your objective
What to do with the findings?
1. Systemic Research
 Quantify the results

1 Even though this is more of a qualitative

research, we still need to quantify the
points in order to gain the overview of
the research
Point out the valuable
anecdotes
2
In every customers that you are
interviewing, there are valuable points
that you can take notes

Summarize the results in

3 points
3
Summarize what is already good, what
is not good, and what you can fix.
 Perform sanity checks

1 In a mass research, sometimes there can

be data points that is not up to the
quality we demanded, clear those up
before starting to analyze the data

Re-define the objective

2
Make sure that the data points that you
gathered are suitable for the objective
that you want to achieve

Summarize the results in

3 points
3
Summarize what is already good, what
is not good, and what you can fix.
Thanks!
Any questions?
Thanks!
Any questions?