A comprehensive market research study analyzed firm types and their characteristics. The project examined organizational structures, performance metrics, and industry classification to help clients understand competitive positioning and refine market segmentation strategies.
The decision behind the question
A client entering a fragmented B2B market needed a defensible way to classify the firms in it, because competitor lists built by hand kept grouping companies that behaved nothing alike.
Data and methods used
Organizational structure, headcount, revenue mix, and industry classification fields were assembled for the firm population. Group analysis produced clusters from the data itself, and the clusters were then tested against performance metrics to confirm they explained real differences.
What the analysis found
- •The market split into distinct firm types that cut across the official industry codes the client had been using.
- •Performance spread within an industry code was wider than the spread between codes, which is why hand-built lists misled.
- •One firm type accounted for a disproportionate share of addressable spend despite being a minority of companies.
What changed as a result
Segmentation and territory planning were rebuilt on the derived firm types, giving sales a shortlist grounded in behaviour rather than industry labels.
Related work is grouped under Market Research, and the methods used here are described in more detail under analytical capabilities.
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