How We Conduct Market Research
Makreo's market research follows a rigorous, multi-stage process combining primary fieldwork with comprehensive secondary analysis. Our methodology ensures that market estimates are independently derived, cross-validated, and supported by transparent sourcing.
1 Research Design and Scope Definition
Each research study begins with a clearly defined scope: target market, geographies, time period, segmentation variables, and key research questions. A detailed study design is prepared and reviewed with the client (for custom research) or by the research lead (for syndicated studies) before fieldwork begins.
2 Secondary Research
Makreo analysts conduct comprehensive secondary research using government statistics (Ministry of Commerce, Central Statistics Office, World Bank), trade association publications, central bank reports, company annual reports and investor presentations, regulatory filings, and industry databases. This establishes market baselines and historical trend lines before primary data collection begins.
3 Primary Research
Primary research includes structured interviews with C-suite executives, business owners, procurement managers, channel partners, and domain experts. Where quantitative data is required, structured surveys are deployed across a statistically representative respondent population. Typical survey samples range from 100 to 500 respondents depending on the market scope.
4 Data Triangulation and Validation
Findings from primary and secondary sources are cross-validated using both bottom-up market sizing (aggregating demand at the segment or product level) and top-down approaches (applying market share estimates to known industry totals). Discrepancies between sources are investigated and resolved before final market estimates are accepted.
5 Forecasting and Scenario Modelling
Market forecasts are developed using regression analysis, supply-demand modelling frameworks, and analyst-led scenario construction. Each forecast documents its base assumptions, key drivers, and risk factors. Where appropriate, optimistic and conservative scenarios are modelled alongside the base case.
6 Peer Review and Quality Assurance
All reports undergo internal peer review by a senior analyst before publication. The QA process includes data integrity checks, citation verification, terminology consistency audits, and editorial review. No report is published without passing all QA gates.
Data Sources Used
- Government statistical offices and ministries
- Central bank publications
- Trade associations and industry bodies
- Company annual reports and SEC/stock exchange filings
- World Bank, IMF, UN databases
- Proprietary expert interview panels
- Original quantitative surveys
Commission Custom Research
Need research tailored to your specific market question? Our team applies the same rigorous methodology to bespoke mandates.
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