Market Sizing
What is the best go to market strategy for arguments, RTB’s, communication, packaging and pricing

Innovation initiatives drive business growth but demand careful allocation of often limited resources, particularly in areas like research and development. Organizations prioritize initiatives based on well-founded business cases that weigh expected revenues against costs to estimate profit potential. However, accurate market sizing, a critical component, can be challenging, especially when innovations create new dynamics in market structure and consumer demand.
Key Challenges in Market Sizing for Innovation:
Market sizing for innovations typically faces three main challenges:
Data Limitations: Many innovations rely on specific prerequisites without existing data. For instance, a new indoor-climate generator may need market data on households with particular space requirements, creating a gap that complicates accurate sizing.
Blurry Market Boundaries: Innovations often cross traditional category lines or create new ones, making clear market definitions difficult. A product that blends snacking and gut health, for instance, requires analysis of a new hybrid market and definition by consumer need.
Market Dynamism: Market sizes often change as innovations enter the field, so market sizing must be forward-looking. What constitutes a market before launch may evolve rapidly after product entry.
DVJ’s Custom Approach to Market Sizing:
At DVJ, we understand the complexity and uniqueness of market sizing for innovation. Avoiding standard, one-size-fits-all approaches, we offer tailored strategies based on a comprehensive understanding of each innovation’s market potential.
Our approach includes the following steps:
In-Depth Scoping: We start with a thorough review of the planned innovation to ensure every relevant detail is captured, forming a strong foundation for the study.
Secondary Research and Stakeholder Insights: We conduct extensive secondary research and interviews to collect existing data and generate “proxy data” as an anchor for further study, calibrating and refining the market size estimation.
Representative Sample Design: We create a detailed sample framework to accurately reflect market composition, ensuring significant consumer segments are well-represented through techniques like boost samples or controlled sample exhaustion.
Pre-Tested Questionnaire Development: To capture relevant data effectively, we design and pre-test questionnaires with techniques that allow respondents to answer reliably, using methods such as look-up tasks and proxy questions.
Advanced Data Modelling: Finally, we apply advanced modelling methods, including multi-weighting, triangulation, and scenario simulations to provide robust and actionable market size estimates.
Our Distinctive Strengths in Market Sizing for Innovation
Our market sizing approach combines three essential capabilities that make DVJ Insights a reliable partner for innovation-led businesses:
Expertise in Market Sizing: Our deep experience in market sizing and innovation ensures reliable project leadership and dependable results.
Technical and Methodological Proficiency: From advanced primary research to complex data modelling, our team has the skills needed for accurate, reliable outcomes.
Strategic Synergy and Insight: Beyond market sizing, we identify additional research opportunities that enhance the broader innovation process. We recognize that market definitions can expand with innovation, helping clients maximize resource efficiency and market impact.
DVJ’s approach provides critical insights for informed innovation planning, ensuring your initiatives are supported by precise, actionable market data to optimize success in new or evolving markets.