Index
Explainers
Five plain-language guides to reading market research critically. Each one is self-contained; together they cover the questions worth asking of any report.
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Reading guide
How to read a market research report
The typical anatomy of a report, what each section is for, and a reading order that puts the methodology before the headline number.
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Numbers
CAGR explained, with a worked example
The CAGR formula, a step-by-step worked example using hypothetical figures, and the common mistakes when comparing growth rates.
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Red flags
How to spot a low-quality market report
A practical red-flags checklist covering vague methodology, copy-paste regional lists, impossible precision and recycled press-release text.
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Structure
Market segmentation and regional breakdowns explained
The main ways reports slice a market, why segments must be exclusive and exhaustive, and how to read regional tables critically.
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Methods
Primary vs secondary research, and how estimates are built
What primary and secondary research each contribute, how top-down and bottom-up estimates work, and why triangulation matters.
Looking for a definition? Try the glossary.