Masterclass - Market Research

Build the skills to turn ideas into action

Our masterclasses are designed to equip you with the practical skills and knowledge to help you build a successful business. You can view a full list of our masterclasses here.

This masterclass focuses on market research and sizing.

Every claim you make about your market is a claim someone will test. Market research is how you find out who your customer actually is, what they already do about the problem, and whether enough of them exist to build a business on. Sizing turns that understanding into a number you can defend, rather than a percentage you plucked from a report. Founders often lose funding and momentum here, not because the market was too small, but because they couldn't show how they arrived at the figure. The good news: this is a skill you can learn.

This workshop gives you the tools to define your market, research it properly and size it in a way that stands up to scrutiny.

Who's it for?

Open to all University of Edinburgh students and recent graduates (up to two years after graduation), regardless of your discipline or experience. Whether you're taking your first steps or looking to build on existing knowledge, our masterclasses cover a range of topics that will be helpful for you.

Format

This masterclass is a 50-minute online workshop.

By the end of the sessions, you'll:

• Understand the difference between TAM, SAM and SOM, and when each one matters
• Have a clear framework for defining and sizing your market
• Know where to find credible data to support your claims
• Feel more confident defending your numbers to investors, assessors and partners

No previous experience is required; just bring your willingness to learn.