Client description: US security/detection company

Practice area: Market Research and Analysis

Geographic scope: US

Industries involved: Physical security and detection, data centers, corporate headquarters, ports, railroads, public transportation private security, oil & gas, hospitality, food service, retail, cruise/ferry, aerospace/defense, healthcare, education, insurance, financial, municipal, freight forwarding, pharmaceutical, search and rescue, civic.

Services applied: Market sizing; competitive intelligence; market attractiveness model; go-to-market strategy recommendations.

Business challenge: Client company formed out of the need for contracted security & detection teams to support US military and government efforts overseas. The client desired to explore entering the US domestic market as a new opportunity. Project required a go/no-go feasibility assessment, market sizing, market attractiveness rankings and recommendations for market entry.

Methodologies: In addition to detailed secondary research on the US market, we conducted a quantitative survey; ethnographic site visits; and qualitative IDIs with thought leaders, decision-makers and competitors.

The result: We provided the client with a market attractiveness model including an estimate of the “addressable,” “viable,” and “winnable” market in the US, an in-depth understanding of the competitive landscape of the market, identification of market entry barriers and recommendations on market opportunities. From this, the client was able to formulate a go-to-market strategy to overcome the barriers to market entry and concentrate resources on the opportunities we uncovered in our research.