An online project in Peru demonstrates the value of local understanding and adaptation to get the most from international market research

In this article we look at market sizing and how this understanding benefits organisations. As organisations grow, it increasingly becomes important to have an accurate view of the market they operate in to help: Inform strategic decisions Assess their own and competitor market share Allocate resources effectively Attract investors Importance of having ‘one truth’ Within many companies it is not uncommon for people to have very different views of the market, especially when i