Sizing, Segmenting, and Forecasting Markets
Business is driven by accurately defining how many customers there will be for your product over time, how much they are willing to pay over time, and what will make them break their current habits to pay for your product. Then throw in a healthy dose of competition and the concept of “market windows.” Top-level requirements and persona prioritization are derived from segmenting, sizing and forecasting customer groups.
Paul Teich is a Marketing Fellow in AMD’s Corporate Strategy team. Paul has held many strategy, marketing and planning roles and is an expert at market intelligence and forecasting, scenario planning, and product management and marketing. He spends a lot of time with market researchers and analysts and has been known to write an occasional survey script.