Market Research Report Validation Checklist

Research Foundation

Objectives and Scope

[ ] Research objectives are clearly stated with specific questions to answer
[ ] Market boundaries are explicitly defined (product category, geography, segments)
[ ] Research methodology is documented with data sources and timeframes
[ ] Limitations and assumptions are transparently acknowledged

Data Quality

[ ] All data sources are cited with dates and links where applicable
[ ] Data is no more than 12 months old for time-sensitive metrics
[ ] At least 3 independent sources validate key market size claims
[ ] Source credibility is assessed (primary > industry reports > news articles)
[ ] Conflicting data points are acknowledged and reconciled

Market Sizing Analysis

TAM Calculation

[ ] At least 2 different calculation methods are used (top-down, bottom-up, or value theory)
[ ] All assumptions are explicitly stated with rationale
[ ] Calculation methodology is shown step-by-step
[ ] Numbers are sanity-checked against industry benchmarks
[ ] Growth rate projections include supporting evidence

SAM and SOM

[ ] SAM constraints are realistic and well-justified (geography, regulations, etc.)
[ ] SOM includes competitive analysis to support market share assumptions
[ ] Three scenarios (conservative, realistic, optimistic) are provided
[ ] Time horizons for market capture are specified (Year 1, 3, 5)
[ ] Market share percentages align with comparable company benchmarks

Customer Intelligence

Segment Analysis

[ ] At least 3 distinct customer segments are profiled
[ ] Each segment includes size estimates (number of customers or revenue)
[ ] Pain points are specific, not generic (e.g., “reduce invoice processing time by 50%” not “save time”)
[ ] Willingness to pay is quantified with evidence
[ ] Buying process and decision criteria are documented

Jobs-to-be-Done

[ ] Functional jobs describe specific tasks customers need to complete
[ ] Emotional jobs identify feelings and anxieties
[ ] Social jobs explain perception and status considerations
[ ] Jobs are validated with customer evidence, not assumptions
[ ] Priority ranking of jobs is provided

Competitive Analysis

Competitor Coverage

[ ] At least 5 direct competitors are analyzed
[ ] Indirect competitors and substitutes are identified
[ ] Each competitor profile includes: company size, funding, target market, pricing
[ ] Recent developments (last 6 months) are included
[ ] Competitive advantages and weaknesses are specific, not generic

Positioning Analysis

[ ] Market positioning map uses relevant dimensions for the industry
[ ] White space opportunities are clearly identified
[ ] Differentiation strategy is supported by competitive gaps
[ ] Switching costs and barriers are quantified
[ ] Network effects and moats are assessed

Industry Analysis

Porter’s Five Forces

[ ] Each force has a clear rating (Low/Medium/High) with justification
[ ] Specific examples and evidence support each assessment
[ ] Industry-specific factors are considered (not generic template)
[ ] Implications for strategy are drawn from each force
[ ] Overall industry attractiveness conclusion is provided

Trends and Dynamics

[ ] At least 5 major trends are identified with evidence
[ ] Technology disruptions are assessed for probability and timeline
[ ] Regulatory changes and their impacts are documented
[ ] Social/cultural shifts relevant to adoption are included
[ ] Market maturity stage is identified with supporting indicators

Strategic Recommendations

Go-to-Market Strategy

[ ] Target segment prioritization has clear rationale
[ ] Positioning statement is specific and differentiated
[ ] Channel strategy aligns with customer buying behavior
[ ] Partnership opportunities are identified with specific targets
[ ] Pricing strategy is justified by willingness-to-pay analysis

Opportunity Assessment

[ ] Each opportunity is sized quantitatively
[ ] Resource requirements are estimated (time, money, people)
[ ] Success criteria are measurable and time-bound
[ ] Dependencies and prerequisites are identified
[ ] Quick wins vs. long-term plays are distinguished

Risk Analysis

[ ] All major risk categories are covered (market, competitive, execution, regulatory)
[ ] Each risk has probability and impact assessment
[ ] Mitigation strategies are specific and actionable
[ ] Early warning indicators are defined
[ ] Contingency plans are outlined for high-impact risks

Document Quality

Structure and Flow

[ ] Executive summary captures all key insights in 1-2 pages
[ ] Sections follow logical progression from market to strategy
[ ] No placeholder text remains (all {{variables}} are replaced)
[ ] Cross-references between sections are accurate
[ ] Table of contents matches actual sections

Professional Standards

[ ] Data visualizations effectively communicate insights
[ ] Technical terms are defined in glossary
[ ] Writing is concise and jargon-free
[ ] Formatting is consistent throughout
[ ] Document is ready for executive presentation

Research Completeness

Coverage Check

[ ] All workflow steps were completed (none skipped without justification)
[ ] Optional analyses were considered and included where valuable
[ ] Web research was conducted for current market intelligence
[ ] Financial projections align with market size analysis
[ ] Implementation roadmap provides clear next steps

Validation

[ ] Key findings are triangulated across multiple sources
[ ] Surprising insights are double-checked for accuracy
[ ] Calculations are verified for mathematical accuracy
[ ] Conclusions logically follow from the analysis
[ ] Recommendations are actionable and specific

Final Quality Assurance

Ready for Decision-Making

[ ] Research answers all initial objectives
[ ] Sufficient detail for investment decisions
[ ] Clear go/no-go recommendation provided
[ ] Success metrics are defined
[ ] Follow-up research needs are identified

Document Meta

[ ] Research date is current
[ ] Confidence levels are indicated for key assertions
[ ] Next review date is set
[ ] Distribution list is appropriate
[ ] Confidentiality classification is marked

Issues Found

Critical Issues

List any critical gaps or errors that must be addressed:

[ ] Issue 1: [Description]
[ ] Issue 2: [Description]

Minor Issues

List minor improvements that would enhance the report:

[ ] Issue 1: [Description]
[ ] Issue 2: [Description]

Additional Research Needed

List areas requiring further investigation:

[ ] Topic 1: [Description]
[ ] Topic 2: [Description]

Validation Complete: ☐ Yes ☐ No Ready for Distribution: ☐ Yes ☐ No Reviewer: **____** Date: **____**