Market intelligence is such a weird lemon market. A bunch of shady $2000-$5000 reports by a wide variety of small-time outfits with a median credibility level of “sketchy.” There is very little aggregation.
Most represent between $50k-$250k worth of analyst labor.
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The market is ripe for some sort of disruption. At like $50-$500, I’d probably be willing to buy several reports. Right now I rely on either free summaries or bootleg copies. Ideally, I’d pay like 5k/year for say 15-20 reports of reliable quality.
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Who buys them in practice? I'd always assumed they're mostly used for pitch decks, not real decision making.
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Larger companies do buy them. They’re good fodder for pitch decks, but I think the hain use case is demand forecasting, budgeting capacity planning and internal pitching of projects.
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I found out that the business school at my local university pays for subscriptions to all kinds of market research databases and they had a computer terminal in the library reserved for the public. Not perfect, but better than forking out $1K.
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