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Companies operate today in rapidly changing, turbulent markets. In order to achieve success in such a demanding competitive environment, they make their business decisions based on facts and data coming from reliable market reports.

But not all types of reports provide information of the same scope or level of detail. Therefore, before making a decision of purchasing a study, it is worth to better understand what types of market reports are available on the market, and which ones best meet the information needs of a specific company.

What are market reports?

Market reports are publications that present the situation on a given market at a specific moment or period. They may provide either only dry statistics or data with comments. Reports may concern many aspects of doing business – e.g. supply and demand, products and services, companies, trends and development forecasts. Some of them are printed in a form of a book or a binder, but currently most of them are published in the form of a PDF file, rarely Word, Excel or PowerPoint files.

What types of market reports are available?

1. Managerial summaries – short studies summarising the situation on a specific market; most often created in a form of presentations ready to be used, e.g. during meetings of the board or management.

2. Industry reports – complex presentation of the situation in a given segment of the market; usually containing data on market size and value, growth dynamics and development forecasts.

3. Country or region reports – studies that present nationally or regionally-focused data at the macroeconomic or industry level.

4. Investment reports – documents containing information necessary to run investment projects in a specific country, region or market segment; including feasibility studies and risk assessments.

5. Periodic market reviews – market reports referring to a specific period of time (e.g. month, quarter or year); usually containing an overview of the previous period and forecasts for a couple of future periods.

6. Competitive environment reports – reports focused on presenting competition in a given country, region or industry; often containing rankings of market leaders and lists of companies together with analysis of their offer, financial situation and development plans.

7. Company screening reports – reports focusing on the analysis of one particular company or only a few related or competing companies; very detailed study of all important information about the analysed enterprises.

8. Product-based reports – studies on a certain offer category; these can be: a specific consumer item, industrial good, service for B2C or B2B segment.

9. Consumer reports – documents presenting the needs and preferences of a specific group of consumers, as well as consumer trends and behaviours (e.g. shopping behaviour).

10. Databases – sets of indicators and statistics ready for further analysis; most often created in an Excel file, but sometimes also in specialised programs used for data visualisation.

11. Comprehensive market reports – an increasingly popular type of market reports, because it best suits the information needs of companies that need consistent, broad and detailed information that builds a complete picture of a given market; comprehensive market reports are in-depth studies of the selected market, covering many of the elements previously described (e.g. a combination of competition analysis, product analysis, consumer analysis and industry analysis, together with historical data and development forecasts).

As you see, there are very many types of market reports, each of them providing different knowledge and usful for other by various team members (management, business analysts, sales team, marketing specialists, etc.).

See 14 benefits of market intelligence that support your company growth

If you do not have time to search for market reports as well as verify their content and reliability, and you do not want to buy a study that may prove to be not useful in your specific case, ask a professional market report provider for support. An experienced expert in the field of market intelligence can quickly offer you a solution that best suites to your individual needs.

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