Chris led the global research and strategy component of a wider project designed to help a major multinational better understand the market in which it operated. Faced with inconsistent and often conflicting secondary data, the client required an independent assessment to support its business planning and inform global expansion decisions. The project was divided into two phases: an initial regional-level assessment followed by a second phase involving in-depth analysis of specific country markets identified as strong candidates for growth.

Secondary research formed a substantial part of both phases of the project and involved a comprehensive review of existing third-party studies covering regional and global markets. To address variations in definitions and methodologies across sources accessed, Chris employed a structured approach to deconstruct existing datasets, reorganising them into the product segments most relevant to the client. Operating in the electrical products sector, this involved delineating data by variables such as voltage class, product type and customer group.

Primary research was incorporated to validate insights at both the regional and country levels. This included interviews with selected competitors operating in comparable segments, as well as discussions with distributors and other industry stakeholders.

Phase 1 of the project resulted in detailed regional and country overviews, including market forecasts for the next decade. Each regional analysis provided a review of multiple countries, from which the client selected a short list for deeper examination in Phase 2. Both phases were supported by comprehensive presentations outlining key segment trends, competitive dynamics and market conditions relevant to the client’s strategic planning.