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Template Analysis

Welcome to the template analysis website.

This website, designed by  Professor Nigel King , provides a resource for those using an approach to qualitative data analysis known as ‘template analysis’ (TA). Whether you are new to this kind of analysis or a veteran qualitative researcher, it is hoped the website will be of use to you. This resource has been designed to be of relevance to researchers from any social scientific discipline. Much of the content uses examples from organizational and health psychology, but by contributing to the resource's  Facebook page  you can explore template analysis in relation to your own discipline.

Professor Nigel King

Applied Psychology, Department of Behavioural Sciences

'I am a Professor in Applied Psychology in the Department of Behavioural Sciences at the University of Huddersfield. Having written widely on innovation and change in organisations, my recent empirical work has focused on primary healthcare settings. However, my interests and publications also explore the experience of chronic illness, professional identities in health and social care, and paranormal beliefs and experiences. I am particularly interested in phenomenology and its implications for psychology. My long-standing interest in qualitative approaches in psychology draws together these diverse strands.'

Introduction

Professor Nigel King has taught and written about qualitative methods in psychology and allied disciplines for over 10 years, and has used them extensively in his own research. Whilst there is a large quantity of literature on thematic approaches in general, there is relatively little specifically on the use of the template style, the main sources being  literature  by Crabtree and Miller and Nigel.

This website has been developed to help answer queries on template analysis and to create a space for researchers to discuss and explore the use of template analysis in relation to their work. This material shows how template analysis can not only be used to introduce people to qualitative data analysis, but also to carry out more sophisticated and complex research.

Visit the  FAQs  section for further information.

...

What is template analysis?

A concise description of the approach and how it relates to other types of qualitative data analysis

...

The technique in detail

A step-by-step practical guide to using the approach. 

...

Real examples of how the approach has been used.

...

Methodological literature on template analysis and similar approaches, examples of papers and reports and some general references to qualitative methods in psychology and other disciplines.

...

Other sites of potential interest.

Book cover

Qualitative Methodologies in Organization Studies pp 179–206 Cite as

Template Analysis in Business and Management Research

  • Nigel King 4 ,
  • Joanna Brooks 5 &
  • Saloomeh Tabari 6  
  • First Online: 14 December 2017

6814 Accesses

17 Citations

7 Altmetric

Thematic methods of data analysis are widely used in qualitative organizational research. In this chapter, we will introduce you to Template Analysis (King and Brooks, Template Analysis for Business and Management Students . London: Sage, 2017), a particular style of thematic analysis that has been widely used in organizational and management research as well as in many other disciplines. We will begin by explaining how thematic approaches to data analysis are commonly used in qualitative organizational research, before moving on to present Template Analysis as an approach with particular utility in this field. We will then present a case study example to illustrate how Template Analysis is used by qualitative organizational researchers. In our conclusion, we will consider the overall strengths and weaknesses of the method and reflect on further developments which may extend the use of Template Analysis as a flexible form of thematic analysis with wide utility in qualitative organizational research.

  • Template analysis
  • Thematic analysis

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Braun, V., & Clarke, V. (2006). Using Thematic Analysis in Psychology. Qualitative Research in Psychology, 3 , 258–267.

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Brooks, J., & King, N. (2014). Doing Template Analysis: Evaluating and End-of-Life Care Service. SAGE Research Methods Cases , Los Angeles.

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Ritchie, J., & Spencer, L. (1994). Qualitative Data Analysis for Applied Policy Research. In A. Bryman & R. G. Burgess (Eds.), Analysing Qualitative Data (pp. 173–194). London: Routledge.

Smith, J. (2015). Interpretative Phenomenological Analysis. The Psychologist, 28 (8), 644–645.

Smith, J., Flowers, P., & Larkin, M. (2009). Interpretative Phenomenological Analysis: Theory, Method, Research . London: Sage.

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Tabari, S., Wilson, J., & Ingram, H. (2016). Conceptualising the Impact of Culture and Language Upon Hospitality Service Management. Journal of Worldwide Hospitality and Tourism Themes, 8 (1), 18–28.

Zhang, J., Beatty, S. E., & Walsh, G. (2005). Cross-Cultural Services Research: A Review of the Literature and Future Research Directions. In Proceedings of the 10th Cross-Cultural Research Conference , Puerto Rico.

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University of Huddersfield, Huddersfield, UK

University of Manchester, Manchester, UK

Joanna Brooks

Sheffield Hallam University, Sheffield, UK

Saloomeh Tabari

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Teesside University Business School, Teesside University, Middlesbrough, United Kingdom

Malgorzata Ciesielska

Akademia Leona Koźmińskiego, Warsaw, Poland

Dariusz Jemielniak

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King, N., Brooks, J., Tabari, S. (2018). Template Analysis in Business and Management Research. In: Ciesielska, M., Jemielniak, D. (eds) Qualitative Methodologies in Organization Studies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-65442-3_8

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DOI : https://doi.org/10.1007/978-3-319-65442-3_8

Published : 14 December 2017

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The Utility of Template Analysis in Qualitative Psychology Research

Affiliations.

  • 1 University of Huddersfield, Centre for Applied Psychological and Health Research, Institute for Research in Citizenship and Applied Human Sciences , Huddersfield , UK.
  • 2 Manchester Metropolitan University, Department of Health Professions , Manchester , UK.
  • PMID: 27499705
  • PMCID: PMC4960514
  • DOI: 10.1080/14780887.2014.955224

Thematic analysis is widely used in qualitative psychology research, and in this article, we present a particular style of thematic analysis known as Template Analysis. We outline the technique and consider its epistemological position, then describe three case studies of research projects which employed Template Analysis to illustrate the diverse ways it can be used. Our first case study illustrates how the technique was employed in data analysis undertaken by a team of researchers in a large-scale qualitative research project. Our second example demonstrates how a qualitative study that set out to build on mainstream theory made use of the a priori themes (themes determined in advance of coding) permitted in Template Analysis. Our final case study shows how Template Analysis can be used from an interpretative phenomenological stance. We highlight the distinctive features of this style of thematic analysis, discuss the kind of research where it may be particularly appropriate, and consider possible limitations of the technique. We conclude that Template Analysis is a flexible form of thematic analysis with real utility in qualitative psychology research.

Keywords: Pictor technique; Template Analysis; a priori themes; applied research; group data analysis; qualitative research; thematic analysis.

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Template Analysis for Business and Management Students

  • By: Nigel King & Joanna M. Brooks
  • Publisher: SAGE Publications Ltd
  • Publication year: 2017
  • Online pub date: December 31, 2018
  • Discipline: Business and Management
  • Methods: Qualitative interviewing , Coding , Thematic analysis
  • DOI: https:// doi. org/10.4135/9781473983304
  • Keywords: assets , back pain , business management , careers , public health , students , transcripts Show all Show less
  • Print ISBN: 9781473911574
  • Online ISBN: 9781473983304
  • Buy the book icon link

Subject index

Part of SAGE’s Mastering Business Research Methods, conceived and edited by Bill Lee, Mark N. K. Saunders and Vadake K. Narayanan and designed to support researchers by providing in-depth and practical guidance on using a chosen method of data collection or analysis. In Template Analysis for Business and Management Students Nigel King and Joanna Brookes guide you through the origins of template analysis and its place in qualitative research, its basic components, and the main strengths and limitations of this method. Practical case studies and examples from published research then guide you through how to use it in your own research project. Ideal for Business and Management students reading for a Master’s degree, each book in the series may also serve as a reference book for doctoral students and faculty members interested in the method. Watch the editors introduce the Mastering Business Research Methods series and tell you more about the first three books.

Front Matter

  • Editors’ Introduction to the Mastering Business Research Methods Series
  • About the Series Editors
  • About the Authors
  • Chapter 1 | Introduction
  • Chapter 2 | Philosophical Issues When Using Template Analysis
  • Chapter 3 | Doing Template Analysis: A Guide to the Main Components and Procedures
  • Chapter 4 | Case Examples of the Use of Template Analysis
  • Chapter 5 | The Use of Template Analysis in Published Research: The Careers Literature as an Exemplar
  • Chapter 6 | Strengths and Limitations of Template Analysis

Back Matter

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Methodology

  • Content Analysis | Guide, Methods & Examples

Content Analysis | Guide, Methods & Examples

Published on July 18, 2019 by Amy Luo . Revised on June 22, 2023.

Content analysis is a research method used to identify patterns in recorded communication. To conduct content analysis, you systematically collect data from a set of texts, which can be written, oral, or visual:

  • Books, newspapers and magazines
  • Speeches and interviews
  • Web content and social media posts
  • Photographs and films

Content analysis can be both quantitative (focused on counting and measuring) and qualitative (focused on interpreting and understanding).  In both types, you categorize or “code” words, themes, and concepts within the texts and then analyze the results.

Table of contents

What is content analysis used for, advantages of content analysis, disadvantages of content analysis, how to conduct content analysis, other interesting articles.

Researchers use content analysis to find out about the purposes, messages, and effects of communication content. They can also make inferences about the producers and audience of the texts they analyze.

Content analysis can be used to quantify the occurrence of certain words, phrases, subjects or concepts in a set of historical or contemporary texts.

Quantitative content analysis example

To research the importance of employment issues in political campaigns, you could analyze campaign speeches for the frequency of terms such as unemployment , jobs , and work  and use statistical analysis to find differences over time or between candidates.

In addition, content analysis can be used to make qualitative inferences by analyzing the meaning and semantic relationship of words and concepts.

Qualitative content analysis example

To gain a more qualitative understanding of employment issues in political campaigns, you could locate the word unemployment in speeches, identify what other words or phrases appear next to it (such as economy,   inequality or  laziness ), and analyze the meanings of these relationships to better understand the intentions and targets of different campaigns.

Because content analysis can be applied to a broad range of texts, it is used in a variety of fields, including marketing, media studies, anthropology, cognitive science, psychology, and many social science disciplines. It has various possible goals:

  • Finding correlations and patterns in how concepts are communicated
  • Understanding the intentions of an individual, group or institution
  • Identifying propaganda and bias in communication
  • Revealing differences in communication in different contexts
  • Analyzing the consequences of communication content, such as the flow of information or audience responses

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  • Unobtrusive data collection

You can analyze communication and social interaction without the direct involvement of participants, so your presence as a researcher doesn’t influence the results.

  • Transparent and replicable

When done well, content analysis follows a systematic procedure that can easily be replicated by other researchers, yielding results with high reliability .

  • Highly flexible

You can conduct content analysis at any time, in any location, and at low cost – all you need is access to the appropriate sources.

Focusing on words or phrases in isolation can sometimes be overly reductive, disregarding context, nuance, and ambiguous meanings.

Content analysis almost always involves some level of subjective interpretation, which can affect the reliability and validity of the results and conclusions, leading to various types of research bias and cognitive bias .

  • Time intensive

Manually coding large volumes of text is extremely time-consuming, and it can be difficult to automate effectively.

If you want to use content analysis in your research, you need to start with a clear, direct  research question .

Example research question for content analysis

Is there a difference in how the US media represents younger politicians compared to older ones in terms of trustworthiness?

Next, you follow these five steps.

1. Select the content you will analyze

Based on your research question, choose the texts that you will analyze. You need to decide:

  • The medium (e.g. newspapers, speeches or websites) and genre (e.g. opinion pieces, political campaign speeches, or marketing copy)
  • The inclusion and exclusion criteria (e.g. newspaper articles that mention a particular event, speeches by a certain politician, or websites selling a specific type of product)
  • The parameters in terms of date range, location, etc.

If there are only a small amount of texts that meet your criteria, you might analyze all of them. If there is a large volume of texts, you can select a sample .

2. Define the units and categories of analysis

Next, you need to determine the level at which you will analyze your chosen texts. This means defining:

  • The unit(s) of meaning that will be coded. For example, are you going to record the frequency of individual words and phrases, the characteristics of people who produced or appear in the texts, the presence and positioning of images, or the treatment of themes and concepts?
  • The set of categories that you will use for coding. Categories can be objective characteristics (e.g. aged 30-40 ,  lawyer , parent ) or more conceptual (e.g. trustworthy , corrupt , conservative , family oriented ).

Your units of analysis are the politicians who appear in each article and the words and phrases that are used to describe them. Based on your research question, you have to categorize based on age and the concept of trustworthiness. To get more detailed data, you also code for other categories such as their political party and the marital status of each politician mentioned.

3. Develop a set of rules for coding

Coding involves organizing the units of meaning into the previously defined categories. Especially with more conceptual categories, it’s important to clearly define the rules for what will and won’t be included to ensure that all texts are coded consistently.

Coding rules are especially important if multiple researchers are involved, but even if you’re coding all of the text by yourself, recording the rules makes your method more transparent and reliable.

In considering the category “younger politician,” you decide which titles will be coded with this category ( senator, governor, counselor, mayor ). With “trustworthy”, you decide which specific words or phrases related to trustworthiness (e.g. honest and reliable ) will be coded in this category.

4. Code the text according to the rules

You go through each text and record all relevant data in the appropriate categories. This can be done manually or aided with computer programs, such as QSR NVivo , Atlas.ti and Diction , which can help speed up the process of counting and categorizing words and phrases.

Following your coding rules, you examine each newspaper article in your sample. You record the characteristics of each politician mentioned, along with all words and phrases related to trustworthiness that are used to describe them.

5. Analyze the results and draw conclusions

Once coding is complete, the collected data is examined to find patterns and draw conclusions in response to your research question. You might use statistical analysis to find correlations or trends, discuss your interpretations of what the results mean, and make inferences about the creators, context and audience of the texts.

Let’s say the results reveal that words and phrases related to trustworthiness appeared in the same sentence as an older politician more frequently than they did in the same sentence as a younger politician. From these results, you conclude that national newspapers present older politicians as more trustworthy than younger politicians, and infer that this might have an effect on readers’ perceptions of younger people in politics.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

  • Normal distribution
  • Measures of central tendency
  • Chi square tests
  • Confidence interval
  • Quartiles & Quantiles
  • Cluster sampling
  • Stratified sampling
  • Thematic analysis
  • Cohort study
  • Peer review
  • Ethnography

Research bias

  • Implicit bias
  • Cognitive bias
  • Conformity bias
  • Hawthorne effect
  • Availability heuristic
  • Attrition bias
  • Social desirability bias

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What is competitive analysis? Template, examples, and how-to

analysis research template

In this comprehensive guide, we’ll define what a competitive analysis is, describe the benefits product teams stand to gain from conducting one, and walk through the steps of how to do a competitive analysis.

What Is Competitive Analysis? Template, Examples, And How-To

Through the tutorial, we’ll refer to examples to demonstrate how each step of a competitive analysis works in practice. We’ll also provide a list of customizable, free competitive analysis templates for you to use when completing these steps on your own.

Complete guide to competitive analysis

Picture this: you just came up with the next disruptive, game changing, AI-powered e-commerce marketplace. The objective is to connect buyers with sellers to fulfill their tailored and customized product needs.

You’re confident your product will take on Etsy and other big players in the market. You did some market and user research and have a good idea of your ideal customer and their (underserved) needs. Based on this data, you believe your marketplace can reach product-market fit quickly.

It’s now time for you to dust off your copy of Sun Tzu’s  T he Art of War . Why is that, you ask?

The Art of War is an ancient Chinese military textbook that, although dated somewhere between ~500–400 B.C., is one of the most influential management books out there to this day. It provides great strategic and tactical advice. Moreover, it provides guidance to help you assess yourself and your competition to gain an advantage.

Maintaining a competitive advantage is the goal. Even if you have the best product in the world and you know there is a market for it, if you don’t understand your competition, you‘re bound to fail. That’s why you need to perform a competitive analysis.

As the band Rage Against the Machine would say, know your enemy .

What is competitive analysis?

Competitive analysis (sometimes called a competitor analysis or competition analysis) is exactly what it sounds like: a structured approach to identifying and analyzing your competitors. More concretely, it’s an assessment of your competition’s offerings, strategy, strengths, and weaknesses.

A competitive analysis helps you answer questions such as:

  • Which other companies are providing a solution similar to ours?
  • What are the ideal customer’s minimum expectations?
  • What are they currently not getting from our product with regard to those expectations?
  • What barriers do competitors in the market fce?
  • What should we avoid introducing in our product?
  • What price are customers willing to pay for our product?
  • What value do we need to provide to make our product stand out in the market?
  • What trends are happening and how might they change the playing field?

When conducted thoroughly and regularly, a competitive analysis provides you with tons of information that can be used to improve and optimize your product. The end result is a holistic overview of your competitor landscape.

Why do a competitive analysis?

Competitive analysis is a fundamental product management instrument. It helps PMs learn what works and what doesn’t when trying to acquire market share, identify market trends, and locate gaps in their product offering.

Competitive analysis exists to help you avoid making mistakes and empower you to beat competitors to the punch in the pursuit of product growth and success.

Knowing your competition will bring you great rewards. Conducting a competitive analysis will help you more effectively:

  • Create benchmarks
  • Identify opportunities to better serve customers
  • Make strategic decisions
  • Determine your pricing strategy
  • Identify market gaps
  • Determine distribution and marketing strategies

Typically, the first time you create a competitor analysis is when doing your market research. This helps you get an idea of the product-market fit , which will evolve along your journey.

As a product manager, your role is not to analyze how well your competitors are able to showcase themselves. It is your job to make the product what the customer needs it to be. Understanding your competitor’s capabilities, pricing, and product positioning helps you in this.

Keep in mind that your competitors will likely showcase themselves to appear better than they probably are. You’ll be able to acquire tons of information about them, but you should take that information with a pinch of salt.

How to do a competitive analysis

There is no a single way to do a competitive analysis. In general, a competitive analysis is made up of three fundamental components:

  • A shortlist of competitors
  • A competitor deep dive
  • A holistic overview and strategy

Diagram: How To Do A Competitive Analysis

To demonstrate how to do a competitor analysis, we’ll refer back to the example outlined in the introduction.

analysis research template

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analysis research template

Remember, in our example, we’re looking to disrupt the market with an AI-powered e-commerce marketplace app that helps buyers and sellers connect to fulfill highly customized orders. Let’s call our innovative new product AGORA.

1. Create a shortlist of your competitors

Three Types Of Competitors To Include In A Competitor Analysis: Direct, Indirect, And Replacement

There are three types of competitors:

  • Direct — Competitors that offer the same product and target the same ideal customer; you are battling direct competitors heads-on
  • Indirect — Competitors that either offer a somewhat similar product or target the same ideal customer
  • Replacement — Competitors that offer a different product but target the same ideal customer

For a competitive analysis, you need to identify at least your direct and indirect competitors. So how do you do that? By looking inward and researching obsessively .

Look inward

To figure out who your direct and indirect competitors are, you need to look inward first to understand your product positioning: who are you servicing and what is the offering you are providing?

You can answer these questions by doing a self-assessment using the product canvas . Originally introduced by Roman Pichler, the product canvas has since tbeen tweaked and refined.

In its core, the product canvas covers:

  • The name of the product
  • Objectives and key metrics for success
  • The ideal customer
  • A high-level overview of what’s required to meet the customer’s needs
  • Just enough product details about short-term goals

For our example product, the competitive analysis might look something like this:

Competitive Analysis Example

Research obsessively

A simple Google search using keywords from your self-assessment can get you pretty far. Other resources that can help you identify your competitors include tools such as Crunchbase, Similarweb, Statista, etc.

As the old saying goes, the customer knows best. If you don’t have many customers yet, review sites such G2, Capterra, Trustpilot, and Google Reviews can help you.

If you do have customers, go ask them. Most customers try and evaluate several products before deciding on the right product to buy. Nothing is stopping you from asking them which other brands they considered and why they ultimately chose yours.

Once you have established who your competitors are, you might find yourself in a market with many direct and indirect competitors. If that is the case, select about seven of the most relevant competitors to include in your competitor deep dive.

2. Do a deep dive on each competitor

From your a shortlist of competitors, choose about seven of your most important and dig up all the relevant information on each one.

The research conducted during the previous step will help you capture the most relevant information about your competitors for the following categories:

Company profile

Ideal customer profile, product information, market approach, swot analysis.

Start by creating a company profile for each of your competitors to gain a better understanding of who they are. Include the following information:

  • Name   —  What is the name of your competitor?
  • Founding date  —  When was the company founded? How long has it been in the market?
  • Company size  —  How many employees does the company have? Are they equipped to service the market and innovate?
  • Market share  — The portion of the market controlled by the competitor’s product
  • Revenue   —  The income the competitor generates from its product
  • Reputation   —  What do customers think of your competitor’s product on a scale from one to five?

Let’s apply this framework to our AGORA competitive analysis example:

Competitive Analysis Example: Company Profile

It’s important to understand who your competitors are serving and who is buying the product. This not only to reconfirm that the competitor is indeed a direct (or indirect) competitor, but also to understand what customers like and dislike about the competitor’s product.

The information you’re looking for includes:

  • Ideal customer   —  Who is the competitor’s target customer and what defines them?
  • Motivations   —  What does the customer enjoy about your competitor’s product?
  • Frustrations   —  What does the customer hate about the product?
  • Primary buyer  —  Who is the primary buyer of the product? Is it the as the ideal customer, or is it a different persona?

Let’s see what this would look like following our AGORA example. Below is an example ideal customer profile for Etsy. First, for the buyer:

Competitive Analysis Example: Customer Profile

And the ideal customer profile for Etsy sellers:

Competitive Analysis Example: Customer Profile

Not to be captain obvious, but you want to capture more details about the product your competitor is offering and its positioning.

The information we’re looking for at this step includes:

  • The product   —  What is the tagline your competitor is using to market its product?
  • Positioning   —  Based on the quality and price of the product, place the product into a one of several buckets. For example, Economy (low quality, low price), Skimming (low quality, high price), Penetration (high quality, low price), and Premium (high quality, high price)
  • Product features   —  What are the key features being marketed and promoted?

Referring to our example AGORA app, the product information associated with Etsy on a competitor analysis might look as follows:

Competitive Analysis Example: Product Information

Next, seek to understand how your competitors are bringing the product to market .

List the following information:

  • Pricing — What does the product costs? If there is a tiered pricing model, what does it look like?
  • Distribution channels — Through which channels is your competitor selling the product?
  • Marketing channels — Through which channels is the product being promoted?

In our AGORA competitor analysis example, this section would look something like:

Competitive Analysis Example: Market Approach

With all the information you’ve collected, you’ll find yourself in a good place to do a SWOT analysis . This is one of the most common and popular competitive analysis frameworks.

SWOT stands for strengths, weaknesses, opportunities, and threats:

  • Strengths  —  What is going well for the competitor?
  • Weaknesses   —  What is not going well? What obvious flaws are there?
  • Opportunities   —  What could give your competitor an advantage?
  • Threats  —  What might harm your competitor’s product?

For AGORA, our example competitive analysis might include a SWOT analysis that looks like this:

Example Of A SWOT Analysis Conducted As Part Of A Competitive Analysis

3. Develop a holistic overview and strategy

Now that you have a better view of your competitors, it’s time to determine how you want to approach them in the market: do you want to avoid your competitors or attack them?

Two extremely useful tools that can help you make this assessment are the competitive matrix and battle cards .

Competitive matrix

One way to operationalize the data you gathered during your competitive analysis is to plot out a four-quadrant competitive matrix.

Define key factors for the and x and y axes and plot yourself and your competition accordingly to see how you stack up. This approach is also known as perceptual mapping.

A competitive matrix for our example would look like this:

Competitive Matrix Example

Battle cards

You can use the four-quadrant competitive matrix and competitor insights to create battle cards for each of your competitors.

Battle cards are a visual aid that help you compare your product against those of your competitors at a glance. It’s a quick and easy way to see how you stack up in key areas of performance and value. It’s also a neat way to help sales in their conversations with customers.

Here’s what you should include on each battle card:

  • Company name — Name of your competitor
  • Powers  —  What makes this competitor stand out from the rest?
  • How we win   —  What should we do to gain a competitive advantage over this competitor?
  • Why we lose   —  What is this competitor better at? What should we avoid so we don’t lose market share?
  • Pricing   —  How much of a threat is the competitor’s product to our market share (low, medium, or high)?
  • Strategy   — Should we attack or avoid this competitor?

A battle card for our example competitive analysis might look as follows:

Competitive Analysis Example: Battle Cards

Alternative competitive analysis frameworks

If you‘ve followed the framework described above, you should have solid insight into your competitors, your product opportunities, and the best strategy to attack or avoid your competitors in the market.

If you want to dig deeper, you can follow up your competitive analysis by producing a Five Forces analysis and/or customer journey map .

The Five Forces model

Diagram: Michael Porter's Five Forces Model

You still might want to consider gaining more insights into the competitive structure of the market you are in — in other words, gain a better understanding of how easy it is to either enter or be replaced by a competitor in the market.

A great framework to use for this type of competitor analysis is the Five Forces model , originally conceived by Michael Porter.

According to the Five Forces model, you can assess the market you are in by looking at:

  • Intensity of competitive rivalry
  • Negotiation power of new buyers
  • Negotiation power of suppliers
  • Threat of new entrants
  • Threat of substitutes

Customer journey map

Instead of zooming out, you can also zoom in on the journey ideal customers make when interacting with the product itself, the distribution, or marketing channels.

On a journey map, your touchpoints are the customer, the activity performed, how the customer experiences the activities, and their expectations.

Free competitive analysis templates

A competitive analysis is a continuously updated document packed with information about your most important competitors to help you determine how to approach them in your target market.

The competitive analysis model described in this article consists of three steps that are designed to produce the insights you need to rule the market once and for all.

Below are free, customizable competitive analysis templates for each step of the process described in this article:

  • Competitive analysis template
  • Product canvas template
  • Competitive matrix template
  • Battle card template
  • Customer journey map template

NOTE : To use and customize the competitive analysis templates above, after opening, select File > Make a copy from the main menu.

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Top 10 Market Research Analysis Templates with Samples and Examples

Top 10 Market Research Analysis Templates with Samples and Examples

Samradni Pradhan

author-user

Do you know what makes the big brands tick and the smaller ones sizzle? Well, the secret sauce is market research analysis, and we have got the perfect recipe – our templates collection!

Market research analysis is like detective work for brands, uncovering the Who, What, When, Where, Why, and How of consumer behavior.

Do you have your market research in place, but require templates specific to qualitative market research? Here’s the perfect resource .

Brands like Nielsen, IQVIA 5.5, Kantar, Gartner and Ipsos put their best foot forward in this realm. According to recent studies, businesses that engage in market research are 30% more likely to grow than businesses who tend to give the important business activity a miss!

SlideTeam’s Templates depict market insights, wrapped in user-friendly and customizable charm. Want to crack the code of your target audience’s desires? Dive into our templates – it's like having a chat with your customers over coffee. Whether you’re plotting a brand takeover or just want to keep your product pulse in check, our 100% editable and customizable templates are your back-stage pass. Join the segmentation research revolution and turn data into catalysts for positive change.

Let’s make your brand the talk of the town!

Template 1: Conducting Competitor Analysis Using Market Research 

Upgrade your strategic approach with our market research template. This comprehensive deck, in 67 slides, is the ultimate tool for delivering impactful insights to your team and collaborators. Tailor each slide to your business context to create a lasting impression on your audience. Whether you're diving into competitor analysis or presenting market research findings, this PPT Design empowers you with flexibility.

Conducting Competitor Analysis Using Market Research

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Template 2: Market Research Analysis to Understand Target Market Needs 

Revolutionize your market research approach with our template. Move from current scenario analysis to understanding the need for market research to addressing goals in this research. Buyer persona research, measuring brand awareness are all included. Tools for market research being up the rear and we close with dashboards to assess the efficacy of the market research.

Market Research Analysis to Understand Target Market Needs

Template 3: Market Research Analysis Company Profile PPT template

Embark on a journey of market intelligence with our templates. This comprehensive deck is tailored to showcase your company profile. This PPT Template provides an appealing and informative canvas for presenting your market research prowess. Included in it are 19 major points that make up market research analysis. Some of the major ones are the core values of business, leadership, historical timeline, awards and recognitions et al. The versatility of 65 slides allows for easy adaptation to your business nuances, making this template the epitome of flexibility. Download now and unlock the power to articulate your market research strengths with an unmatched level of clarity and impact.

Market Research Analysis Company Profile

Template 4: Market Research And Competitive Analysis PowerPoint template

Unveil the essence of strategic advantage with our unparalleled presentation — a game-changer for businesses striving for excellence. This resource provides profound insights and actionable tools for comprehensive market analysis. Delve into the art of Competitive Research for Business, mastering strategies to assess market dynamics and outpace competitors. Elevate your approach with a compelling Competitor Survey Questionnaire, enabling you to glean vital insights for strategic decision-making. Harness the potential of Market Surveys to decode trends, understand customer preferences, and seize opportunities. Download now and propel your business to the heights of strategic prowess and success.

Market Research & Competitive Analysis

Template 5: Focus group questions to gather audience insights

This PPT Template offers a strategic selection of questions aimed at identifying valuable insights and perspectives. From consumer preferences to behavioral patterns, these questions are crafted to elicit clear responses, fostering a richer understanding of your audience.

Each question is strategically designed to prompt candid and meaningful discussions, ensuring that your focus group sessions become a goldmine of actionable insights. Capture the authentic voice of your audience and transform their input into informed decision-making with the use of this template. Embark on a journey of discovery that shapes your products, services, and marketing strategies with precision and impact with a download.

Focus group questions to gather target audience insight in-general

Template 6: Addressing goals to conduct market research template

The template features three key sections, starting with a comprehensive 'Goal' section that allows you to articulate research objectives. Whether aiming to understand customer preferences, evaluate market trends, or enhance product positioning, this template provides a structured framework for goal-setting. The 'Description' section allows you to expound on the intricacies of each goal, ensuring an understanding of the research focus. Finally, the 'Goal Type' section categorizes your objectives, whether they are exploratory, descriptive, or explanatory in nature, streamlining your approach. This template empowers you to align your market research goals with precision.

Addressing goals to conduct market research

Template 7: Latest trends associated with market research

Stay ahead of the competitive game with a dynamic resource unveiling the industry's cutting-edge developments. Highlighting four key trends, this template showcases the escalating demand for online surveys, transforming the way businesses gather insights. Embrace the power of video focus groups, fostering richer engagement and nuanced responses.

Discover the trend of in-house market research, empowering organizations to conduct strategic analyses internally, enhancing control and efficiency. Dive into the realm of social media listening, harnessing real-time conversations to extract valuable consumer sentiments.

Latest trends associated with market research

Template 8: Growth opportunities in market research industry template

This template presents a dynamic bar graph illustrating promising growth areas within the market research sector. Each bar represents a unique opportunity waiting to be seized, providing a visual roadmap for strategic decision-making.

Identify and capitalize on emerging trends, customer preferences, and market gaps, ensuring your business stays at the forefront of industry evolution.

Maximize your business potential, stay ahead of the curve, and make data-driven choices with this template. Transform market insights into strategic advantages, securing your position in a competitive landscape. Elevate your growth strategy and capture opportunities that drive lasting success.

Growth opportunities in market research industry

Template 9: About market research: Overview and its benefits template

Here’s a comprehensive guide to unlocking strategic insights and gaining advantage in the market. This template not only provides a overview of market research but also highlights its myriad benefits. Facilitating strategic planning, this resource empowers businesses to make informed decisions based on data-driven insights. Here’s a comprehensive guide to unlocking strategic insights and gaining a competitive advantage in the market.  Dive into the analysis of customer needs, a crucial aspect that ensures your products or services align seamlessly with market demands. Download this indispensable resource for businesses seeking sustainable growth and success.

About market research Overview and its benefits

(Here’s an excellent resource to explore some marketing project management templates )

Template 10: Poor brand awareness amongst target audience template

Introducing a powerful tool designed to illuminate and address gaps in your brand visibility strategy. This template features a compelling bar graph, visually depicting the current state of brand awareness. Accompanied by a detailed observations section, it provides valuable insights into the multiple factors contributing to the perceived shortfall.

Uncover the reasons behind your brand's limited reach and strategically enhance your market presence. The bar graph serves as a visual benchmark, offering a quick assessment of your brand's standing, while the observations section provides context and actionable points for improvement. Upgrade your marketing strategy by leveraging this insightful template, turning poor brand awareness into a catalyst for positive change.

Poor brand awareness amongst target audience

Template 11: Market Research Analysis Company Overview template

This template goes beyond conventional company profiles, specifically tailored to showcase the intricate dynamics revealed through market research. The template is simple to understand yet attention grabbing. It includes relevant marketing information on the company background and its details that makes it a strong contender for market research analysis. This presentation conveys the essence of your qualitative market research analysis and conveys your business story is told with precision and impact. Equip your team with a strategic roadmap for success, leveraging the insights derived from this indispensable template.

Company overview

Template 12: Market Research Analysis Executive Summary template

Introducing a strategic tool that distils complex data into a concise and impactful overview. Crafted for executives and decision-makers, this template condenses extensive quantitative market research findings into a clear executive summary. The template encompasses a financial summary and top acquisitions. Effortlessly communicate the essence of your secondary market research with this professionally designed executive summary template. It empowers executives to make informed decisions efficiently. Download the ultimate solution for succinct, high-impact executive communication.

Executive summary

Template 13: Market Research and Competitive Analysis template

Introducing an essential resource for businesses aspiring to gain a competitive edge. Immerse yourself in the realm of Competitive Research for Business, acquiring effective strategies to navigate your market landscape and identify key competitors. Unlock the secrets of crafting a compelling Competitor analysis Survey Questionnaire to get insights and benchmark against industry rivals. Harness the power of Market Surveys , mastering the skills to evaluate market trends, customer preferences, and lucrative opportunities. Enhance your strategic approach and ensure success with this indispensable guide.

Market research and competitive analysis survey

Template 14: Market research analysis plan PPT Slides

This template unfolds in four strategic stages, offering a comprehensive approach to market analysis. Begin by 'Clarifying the Vision,' setting a strong foundation for your research objectives. Next, use the 'Marketing Strategy Template' to develop a robust framework that aligns with your vision. Move into the 'Analysis Plan,' breaking down complex data into manageable components for effective evaluation. Finally, delve into 'Market Research,' where actionable insights emerge, guiding your decision-making.

Use this template to enhance your primary market research endeavours. Elevate your strategy and captivate your audience with the solution for a dynamic and impactful presentation.

Market Research Analysis Plan PPT Slides

DECODE CONSUMER INTELLIGENCE

These PPT Templates are your VIP pass to decoding consumer intelligence secrets and propelling your brand to new heights. From uncovering audience insights to navigating industry trends, these templates infuse data with personality and purpose. Remember, B2B market research isn't just a necessity; it's your brand's secret weapon for success. With these quirky and customizable templates, you're not just crunching numbers – you're crafting strategies that resonate. Embrace the power of insights, stay ahead of the curve, and let your brand shine in the spotlight of market mastery.

Explore some research presentation templates that are curated with the best graphics and icons

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Discover, Analyze, Succeed: 10 Best Market Research Templates

ClickUp Contributor

February 13, 2024

When promoting your products or launching new ones, it’s essential to understand the market, size up your competition, and have a crystal-clear picture of what your customers want. Once you’ve got that insight, you’re ready to set the stage with a marketing plan .

Market research might sound intimidating, considering the laborious process of collecting and analyzing data. But don’t fret—market research templates swoop in to save the day. They provide a structured roadmap that covers all the vital market research steps, from pinpointing your objectives to gathering and interpreting the data. 🗺️

Come along as we delve into the top 10 free market research templates . We’ll walk you through their unique features, making it a breeze to pick the perfect template that suits your needs.

What Is a Market Research Template? 

What are the key components of a market research template, 1. clickup market research template, 2. clickup market analysis template, 3. clickup business plan template, 4. clickup business development plan template, 5. clickup new product development template, 6. clickup product positioning template, 7. clickup competitive analysis template, 8. clickup customer journey map template, 9. word market research plan template by flexmr, 10. word general market survey template by businessinabox.

Market research is a vast, often time-consuming process that involves gathering essential information about a target market through surveys, interviews, and focus groups. It’s crucial for anticipating trends and maintaining a competitive edge over your rivals. 

ClickUp Docs

A market research template is a pre-designed framework to bring structure to your research processes. It comes with questions and fields for collecting data relevant to specific markets or objectives.

It simplifies the whole exercise by providing a standard format that you can customize to align with your research goals.

Market research templates help you:

  • Save time designing and planning your research project
  • Save money by removing the need for external research firms
  • Ensure consistency in data collection, analysis, and reporting

A market research template is like a recipe for conducting research. It tells you what you need and how to use it. Here are the key components you can find in this template:

  • Research objectives : Clearly defined goals of the research project
  • Data collection methods : Specific methods and tools for gathering information, such as surveys, interviews, or observations
  • Research questions : A set of well-crafted questions to address the research objectives
  • Sample selection : Guidelines for choosing the right target audience or sample group
  • Data analysis : Instructions on how the gathered data will be analyzed and interpreted
  • Reporting : A format for summarizing and presenting the research findings 
  • Timeline : A schedule that outlines when you will conduct each research activity
  • Budget : Estimated costs associated with the research project
  • Contact information : Details of the individuals or teams responsible for the research

10 Best Market Research Templates

We’ve handpicked the most innovative market research templates from Word and ClickUp to help you discover, gather, and analyze data effortlessly. Now, let’s see what makes them stand out! 💖

ClickUp Market Research Template

Market research is your first ally when you want to enhance your brand management and gain insights into your competitors’ strategies. With the ClickUp Market Research Template , you get a user-friendly tool that simplifies the task of gathering and presenting crucial information about your target audience, the state of your product or service, and the broader industry landscape. 🌄

This Task template takes you through the ins and outs of research, covering your approach, data collection techniques, and the valuable insights you’ve gathered from your current or potential customers through Custom Fields.

Adapt the fields to document any information you see fit—add data links and attachments, or choose a research stage like Design , Preparation , and Execution .

Each task comes with a to-do subtask list to keep a record of research steps, like defining a research scope and setting up a research team. The assignees can use it to monitor each subtask’s progress through Custom Statuses like Open, Under Review, or Closed. 

ClickUp Market Competitive Analysis Template

If you’re curious about where your product stands among its competitors, look no further than the ClickUp Market Analysis Template . This tool assists you in identifying and assessing key market trends, gaining insights into customer needs, and examining competitor strategies and performances. ♟️

This extensive market research template sorts competitors into five main types: direct , indirect , potential , future , and replacement (for competitors offering a substitute product).

Use the Growth Share Whiteboard view to evaluate competitor products and decide where to invest your resources. Simply pick the competitor type from the legend, create a sticky note of the corresponding color, and place it on the desired spot. Use the horizontal Quality axis to measure the competitor’s Relative Market Share and the Y-axis to measure their Growth Rate.

The Price vs. Quality Whiteboard view functions similarly, but this time, you’re using a matrix to measure the relation between product quality and price. It gives you a visual grasp of your competitors’ pricing strategy, helping you tactically position your product in the market.

The Competitors List view is your central hub for competitor information, neatly categorized by analysis status like Direct , Indirect , or Potential . Additionally, leverage the Advertisements Board view to see your competitors’ promotional strategies.

ClickUp Business Plan Template

Replace traditional, lengthy business plan documents with the ClickUp Business Plan Template and speed up the process. It’s a comprehensive toolkit for documenting every aspect of your business plan and streamlining the drafting process to ensure it’s polished on time. ⏰

This one-page Doc template is neatly divided into several key sections:

  • Company description : Provides a company overview, your mission, and vision
  • Market analysis : Explains the problem you’re solving, its solution, and the target market
  • Sales and marketing strategy : Outlines products and marketing plans
  • Operational plan : Covers aspects like your location, equipment, and financial forecasts
  • Milestones and metrics : Displays targets and KPIs

Customize the template with your brand logo and contact information. Each section comes with helpful prompts suggesting how to present your data—through bullet lists, pictures, charts, or tables.

Open the Topics List view to see all the sections and subsections included in the comprehensive market research Doc, allowing you to assign them to team members, set due dates, and attach relevant documents.

To track task statuses, switch to the Status Board view and categorize them as To Do, In Progress, Needs Revision, or Complete. Open the Timeline view to monitor potential plan deviations.

ClickUp Business Development Plan Template

Expanding or starting a business is like embarking on an adventure of challenges and surprises. However, a carefully laid-out plan can make this journey much more manageable.

No need to start from scratch, though! Introducing the ClickUp Business Development Plan Template —your business roadmap, equipped with pre-designed sections that will lead you through the entire process, making your path to success smoother. 🛤️

Whether you’re a startup or a growing business, this template offers handy Doc pages to help you document the following:

  • Executive summary : For providing an overview of the business you’re growing, outlining the issues you’re addressing, and suggesting solutions
  • Key people : For explaining who’s on the executive team and what each person does
  • Operations : Lists your business locations and employee count. You can outline the cost of equipment and facilities and map out manufacturing processes on a Whiteboard
  • Marketing : Enables sharing the market’s history and growth to foresee potential opportunities, decide on the target audience, and analyze the competitor’s strengths and weaknesses
  • Financial plan : Gives an estimate of your cash flow and balance sheet, identifying the revenue point where you break even

Of the market research templates in this list, the one comes with ready-made tables and sheets with guidelines on how to fill them in. Feel free to customize any template section to match your business requirements.

Or you can include images to illustrate your plan, add or remove rows, choose your preferred color pallet, and rename the pages to make them your own—all within the target market research template.

ClickUp New Product Development Template

Unlocking the path to a successful product launch boils down to one word: preparation. And guess what? The ClickUp New Product Development Template has got your back! 🙌

This comprehensive market research template streamlines the product development process , ensures alignment between your team and milestones, and keeps all tasks organized for seamless collaboration. All this is possible through Custom Fields, allowing you to explore your project from various viewpoints.

The Project Summary List view neatly organizes your tasks by their project phase , from Idea Generation to Product Launch , making it a breeze to track your progress. The list also clearly displays details like Task Complexity and Impact Level through Custom Fields that you can tailor to your needs.

To observe your tasks like a hawk, open the Process Kanban Board view , which turns tasks into cards and groups them by their phases. It’s your go-to spot to quickly identify which tasks are in the pipeline from conceptualization to launch. 

Use the Timeline view for a linear display of your tasks, grouped by the teams working on them and color-coded by phase. This view allows you to efficiently monitor your task schedules and durations by giving you control over your workflow!

You can drag a task to reschedule or tweak its duration by dragging its edges.

ClickUp Product Positioning List Template

Your product’s value directly reflects what your customers think, right? That’s why it’s crucial to figure out where your product slots into the marketplace and how you want your customers to perceive it.

Discover the perfect shortcut to those answers—the ClickUp Product Positioning Template —to implement into your business strategy. This tool helps you better understand your product and find that ideal niche in your target market.

Start by evaluating the product you want to launch in the Product Positioning Assessment view , with pre-made fields like: 

  • Product name and description
  • Market segment
  • Target launch date
  • Unique selling points
  • Pain points 

Customize the form by renaming the available fields or adding custom ones.

Distribute the form to your team members, and once completed, all the valuable information automatically appears in the Product List view . This view is where you can review the details covered in the form, assign tasks to team members, set priorities , and group tasks by status.

This template also offers a Product Positioning Map Whiteboard view . It features a graph as a visual aid for showcasing how your upcoming product stacks up in terms of value for money compared to the competition. 

ClickUp Competitive Analysis Template Template

Competitive analysis isn’t just a fancy term—it’s your secret weapon if you’re gearing up to introduce a fresh product or service. The ClickUp Competitive Analysis Template is your trusty sidekick for this mission. It assists in revealing competitor strengths and weaknesses, providing a comprehensive industry overview , and cooking up strategies to outshine the competition and nail down your target audience. 🌟

To start your competitive analysis, brainstorm a list of potential competitors. Think about where your customers might go if they didn’t choose your company. Keep it realistic—aim for a list of up to 10 names, leaving time for thorough market research.

After you’ve completed the research, use the provided Matrix to place the competitor’s product concerning the Market Presence and Satisfaction axes. Use the Legend to help you understand the product type , including:

  • High market presence and high satisfaction
  • High market presence and low satisfaction
  • High satisfaction and low market presence
  • Low satisfaction and low market presence

Duplicate a color-coded sticky note that matches your product type and drag it over to the quadrant where it fits the best. The Matrix is split into four sections to help you decide whether a product is a Contender , a Leader , a Niche , or a High Performer.

This business strategy template gives you the ultimate freedom to play around with its elements. Add, tweak, and place them wherever you like in the interactive Whiteboard view. 

ClickUp Customer Journey Map Template

Have you ever found yourself scratching your head, wondering what your customers want? The ClickUp Customer Journey Map Template is a handy tool that can help you out! 🛠️

Think of it as a guide to better understanding your ideal customer’s user persona . By mapping their journey, you can uncover their needs and expectations and come up with sensible strategies to improve your products and services for your target audience.

This Whiteboard template brims with handy question prompts about customer actions, experiences, touchpoints, and solutions. The template leads you through three key stages:

  • Awareness : You introduce customers to your business and what it offers
  • Consideration : They start considering your business as a solution to their needs, leading them to research your products or services and compare them to other options 
  • Conversion : They go from pondering to action and become paying customers

Each of these stages comes with pre-made sticky notes to get you started, but you’ve got the creative license to add more. Give the Whiteboard a personal touch with freehand drawing, create shapes, insert images, use connectors, and add text from focus groups, customer research, or any market research examples you own. 

Word Market Research Plan Template by FlexMR

If you’re looking for a structured framework to streamline market research, the Word Market Research Plan Template by FlexMR is a handy solution. It’s divided into well-structured sections for every step and features tips and instructions on how to use them.

This Word template is fully customizable, allowing you to modify colors, change font and letter size, add rows and columns to pre-made tables or include graphs and charts. ✍🏻

Use its first section to provide a brief business background. Then, define the project’s scope and specify what you expect to achieve at the project’s conclusion, including target response numbers, data presentation guidelines, and the influence of data on future decision-making .

Additional details the template covers are:

  • Target Audience : Describe the customers you aim to research, considering age, demographics, and interactions with the company or product
  • Sample Plan : Detail the number of participants you intend to research
  • Research Methods : Include qualitative and quantitative methods
  • Timeline : Present a project timeline, breaking down tasks and accounting for variations in response rates
  • Budget : Outline the budget, providing a cost breakdown and highlighting areas requiring investment
  • Ethical Considerations : Address ethical and other considerations that may arise during the project, like conflict of interest with suppliers

To finish up, add Further Considerations to include anything the previous sections don’t cover.

Word General Market Survey Template by BusinessInABox

One way to conduct effective market research is through a survey. If you’re unsure about the questions to include for optimal results or need a structured framework to streamline the process, try the Word General Market Survey Template by BusinessInABox. 

This two-page Word document contains open-ended and multiple-choice questions for an effective customer case study . They provide all the essential information to understand the market you’re involved in or planning to enter.

The questions in the template cover customer information like:

  • Age and gender
  • Education level
  • Marital status
  • Total annual income 

As this is a Word template, customize it however you like ! Add or tweak questions to dig into the specifics you’re curious about, and make the survey longer or shorter. Feeling fancy? Give it a personal touch by using a different font or changing the background color!

Crack the Code to Market Domination with These Essential Market Research Templates

Market research can be a wild ride, but these top-notch market research templates make it smooth sailing. From gaming insights into customer preferences to uncovering your competitor’s strategies, they provide a structured solution for every research step.

If you’re hungry for more research assets, dive into the ClickUp template library , where you’ll find over 1,000 user-friendly templates waiting to guide you on areas like mapping out customer journeys , performing competitor analysis , and nailing down product positioning with minimal effort. ✌

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Free 10+ research analysis report templates in pdf | ms word, 1. analysis of a field research report, 2. health research analysis report, 3. data research analysis report, 4. market research & analysis report, 5. solar potential analysis research report, 6. research methodology & analysis report, 7. portfolio analysis research report, 8. global analysis research report, 9. health research analysis forum report, 10. cyber attack trends analysis research report, 11. quantitative research design analysis report, 5 step to create the research analysis report, why you need the a research analysis report, how does the research analysis report work, why is it necessary to acquire the research analysis report, what can you do with research analysis report, report templates.

The research analysis report is the analysation and the evaluation of the research and study, then create the report on the basis of it. The research study in any field is the most elaborate study as it acquires various basic as well as the complex things in it. It is a team work as it is needs the vast study. The team does the deep research analysis in the particular field and prepares the report, summary from it.

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Step 1: Decide the Terms and References

Step 2: decide on the procedure, step 3: finding out the information, step 4: decide on the structure, step 5: drafting the report, more in report templates, data processing workflow template, simple quantitative research template, email marketing research on open rates by industry template, recruitment roi research hr template, layout of lab report with analysis template, market research pestle analysis template, biography research template, free real estate case study template, research paper review template, career research paper template.

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Market Research: A How-To Guide and Template

Discover the different types of market research, how to conduct your own market research, and use a free template to help you along the way.

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MARKET RESEARCH KIT

5 Research and Planning Templates + a Free Guide on How to Use Them in Your Market Research

buyers-journey-guide_3

Updated: 02/21/24

Published: 02/21/24

Today's consumers have a lot of power. As a business, you must have a deep understanding of who your buyers are and what influences their purchase decisions.

Enter: Market Research.

→ Download Now: Market Research Templates [Free Kit]

Whether you're new to market research or not, I created this guide to help you conduct a thorough study of your market, target audience, competition, and more. Let’s dive in.

Table of Contents

What is market research?

Primary vs. secondary research, types of market research, how to do market research, market research report template, market research examples.

Market research is the process of gathering information about your target market and customers to verify the success of a new product, help your team iterate on an existing product, or understand brand perception to ensure your team is effectively communicating your company's value effectively.

Market research can answer various questions about the state of an industry. But if you ask me, it's hardly a crystal ball that marketers can rely on for insights on their customers.

Market researchers investigate several areas of the market, and it can take weeks or even months to paint an accurate picture of the business landscape.

However, researching just one of those areas can make you more intuitive to who your buyers are and how to deliver value that no other business is offering them right now.

How? Consider these two things:

  • Your competitors also have experienced individuals in the industry and a customer base. It‘s very possible that your immediate resources are, in many ways, equal to those of your competition’s immediate resources. Seeking a larger sample size for answers can provide a better edge.
  • Your customers don't represent the attitudes of an entire market. They represent the attitudes of the part of the market that is already drawn to your brand.

The market research services market is growing rapidly, which signifies a strong interest in market research as we enter 2024. The market is expected to grow from roughly $75 billion in 2021 to $90.79 billion in 2025 .

analysis research template

Free Market Research Kit

  • SWOT Analysis Template
  • Survey Template
  • Focus Group Template

You're all set!

Click this link to access this resource at any time.

Why do market research?

Market research allows you to meet your buyer where they are.

As our world becomes louder and demands more of our attention, this proves invaluable.

By understanding your buyer's problems, pain points, and desired solutions, you can aptly craft your product or service to naturally appeal to them.

Market research also provides insight into the following:

  • Where your target audience and current customers conduct their product or service research
  • Which of your competitors your target audience looks to for information, options, or purchases
  • What's trending in your industry and in the eyes of your buyer
  • Who makes up your market and what their challenges are
  • What influences purchases and conversions among your target audience
  • Consumer attitudes about a particular topic, pain, product, or brand
  • Whether there‘s demand for the business initiatives you’re investing in
  • Unaddressed or underserved customer needs that can be flipped into selling opportunity
  • Attitudes about pricing for a particular product or service

Ultimately, market research allows you to get information from a larger sample size of your target audience, eliminating bias and assumptions so that you can get to the heart of consumer attitudes.

As a result, you can make better business decisions.

To give you an idea of how extensive market research can get , consider that it can either be qualitative or quantitative in nature — depending on the studies you conduct and what you're trying to learn about your industry.

Qualitative research is concerned with public opinion, and explores how the market feels about the products currently available in that market.

Quantitative research is concerned with data, and looks for relevant trends in the information that's gathered from public records.

That said, there are two main types of market research that your business can conduct to collect actionable information on your products: primary research and secondary research.

Primary Research

Primary research is the pursuit of first-hand information about your market and the customers within your market.

It's useful when segmenting your market and establishing your buyer personas.

Primary market research tends to fall into one of two buckets:

  • Exploratory Primary Research: This kind of primary market research normally takes place as a first step — before any specific research has been performed — and may involve open-ended interviews or surveys with small numbers of people.
  • Specific Primary Research: This type of research often follows exploratory research. In specific research, you take a smaller or more precise segment of your audience and ask questions aimed at solving a suspected problem.

Secondary Research

Secondary research is all the data and public records you have at your disposal to draw conclusions from (e.g. trend reports, market statistics, industry content, and sales data you already have on your business).

Secondary research is particularly useful for analyzing your competitors . The main buckets your secondary market research will fall into include:

  • Public Sources: These sources are your first and most-accessible layer of material when conducting secondary market research. They're often free to find and review — like government statistics (e.g., from the U.S. Census Bureau ).
  • Commercial Sources: These sources often come in the form of pay-to-access market reports, consisting of industry insight compiled by a research agency like Pew , Gartner , or Forrester .
  • Internal Sources: This is the market data your organization already has like average revenue per sale, customer retention rates, and other historical data that can help you draw conclusions on buyer needs.
  • Focus Groups
  • Product/ Service Use Research
  • Observation-Based Research
  • Buyer Persona Research
  • Market Segmentation Research
  • Pricing Research
  • Competitive Analysis Research
  • Customer Satisfaction and Loyalty Research
  • Brand Awareness Research
  • Campaign Research

1. Interviews

Interviews allow for face-to-face discussions so you can allow for a natural flow of conversation. Your interviewees can answer questions about themselves to help you design your buyer personas and shape your entire marketing strategy.

2. Focus Groups

Focus groups provide you with a handful of carefully-selected people that can test out your product and provide feedback. This type of market research can give you ideas for product differentiation.

3. Product/Service Use Research

Product or service use research offers insight into how and why your audience uses your product or service. This type of market research also gives you an idea of the product or service's usability for your target audience.

4. Observation-Based Research

Observation-based research allows you to sit back and watch the ways in which your target audience members go about using your product or service, what works well in terms of UX , and which aspects of it could be improved.

5. Buyer Persona Research

Buyer persona research gives you a realistic look at who makes up your target audience, what their challenges are, why they want your product or service, and what they need from your business or brand.

6. Market Segmentation Research

Market segmentation research allows you to categorize your target audience into different groups (or segments) based on specific and defining characteristics. This way, you can determine effective ways to meet their needs.

7. Pricing Research

Pricing research helps you define your pricing strategy . It gives you an idea of what similar products or services in your market sell for and what your target audience is willing to pay.

8. Competitive Analysis

Competitive analyses give you a deep understanding of the competition in your market and industry. You can learn about what's doing well in your industry and how you can separate yourself from the competition .

9. Customer Satisfaction and Loyalty Research

Customer satisfaction and loyalty research gives you a look into how you can get current customers to return for more business and what will motivate them to do so (e.g., loyalty programs , rewards, remarkable customer service).

10. Brand Awareness Research

Brand awareness research tells you what your target audience knows about and recognizes from your brand. It tells you about the associations people make when they think about your business.

11. Campaign Research

Campaign research entails looking into your past campaigns and analyzing their success among your target audience and current customers. The goal is to use these learnings to inform future campaigns.

  • Define your buyer persona.
  • Identify a persona group to engage.
  • Prepare research questions for your market research participants.
  • List your primary competitors.
  • Summarize your findings.

1. Define your buyer persona.

You have to understand who your customers are and how customers in your industry make buying decisions.

This is where your buyer personas come in handy. Buyer personas — sometimes referred to as marketing personas — are fictional, generalized representations of your ideal customers.

Use a free tool to create a buyer persona that your entire company can use to market, sell, and serve better.

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Free Guide & Templates to Help Your Market Research

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

Process Street

Vendor Analysis Template

Identify potential vendors for analysis, collect vendor company details, conduct comparative analysis of vendor offerings.

  • 1 Product Features
  • 3 Delivery Timelines
  • 4 Customer Reviews
  • 5 Warranty/Guarantee

Analyze vendor reputation and reliability

Evaluate vendor's financial stability, investigate vendor's supply chain management system, approval: supply chain evaluation.

  • Investigate vendor's supply chain management system Will be submitted

Research vendor's customer service reputation

Assess vendor's compliance with legal and industry standards.

  • 2 ISO 14001

Analyze vendor's technological capabilities and technical support service

Explore vendors' after-sales service and support, identify company's specific requirements from the vendor, evaluate vendor to see if they meet company criteria, approval: vendor evaluation.

  • Research vendor's customer service reputation Will be submitted
  • Assess vendor's compliance with legal and industry standards Will be submitted
  • Analyze vendor's technological capabilities and technical support service Will be submitted
  • Explore vendors' after-sales service and support Will be submitted
  • Identify company's specific requirements from the vendor Will be submitted
  • Evaluate vendor to see if they meet company criteria Will be submitted

Discuss potential vendors with relevant stakeholders

  • 2 Finance Team
  • 3 Procurement Team
  • 4 Technical Team
  • 5 Legal Team

Decision-making process for vendor selection

Approval: vendor selection.

  • Discuss potential vendors with relevant stakeholders Will be submitted
  • Decision-making process for vendor selection Will be submitted

Prepare contract details for selected vendor

Negotiation process with chosen vendor, final contract signing with the vendor, take control of your workflows today., more templates like this.

IMAGES

  1. Competitive Analysis Templates

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VIDEO

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  6. Research Methods

COMMENTS

  1. Template Analysis

    Template Analysis. "Template Analysis is a rigorous qualitative research methodology, offering systematic data interpretation through coding, template refinement, and insightful report creation." 1. Identify the research question. Select appropriate research materials/documents.

  2. What is Template Analysis?

    Template analysis involves the development of a coding 'template', which summarises themes identified by the researcher (s) as important in a data set, and organises them in a meaningful and useful manner.

  3. The Utility of Template Analysis in Qualitative Psychology Research

    Similarly, Template Analysis is not inextricably bound to any one epistemology; rather, it can be used in qualitative psychology research from a range of epistemological positions. The flexibility of the technique allows it to be adapted to the needs of a particular study and that study's philosophical underpinning.

  4. 10 Free Research Plan Templates for Teams & Professionals

    February 13, 2024 10min read Table of Contents What is a Research Plan Template? What Makes a Good Research Plan Template? 10 Research Plan Templates to Use in 2024 1. ClickUp User Research Plan Template 2. ClickUp Market Research Template 3. ClickUp Research Whiteboard Template 4. ClickUp Equity Research Report Template 5.

  5. How to Write a Research Proposal

    How to Write a Research Proposal | Examples & Templates Published on October 12, 2022 by Shona McCombes and Tegan George. Revised on November 21, 2023. A research proposal describes what you will investigate, why it's important, and how you will conduct your research.

  6. How to Do Thematic Analysis

    When to use thematic analysis. Thematic analysis is a good approach to research where you're trying to find out something about people's views, opinions, knowledge, experiences or values from a set of qualitative data - for example, interview transcripts, social media profiles, or survey responses. Some types of research questions you might use thematic analysis to answer:

  7. Template Analysis

    What is template analysis? A concise description of the approach and how it relates to other types of qualitative data analysis Read more The technique in detail A step-by-step practical guide to using the approach. Read more Examples Real examples of how the approach has been used. Read more Literature

  8. How to conduct a meta-analysis in eight steps: a practical guide

    The first step in the coding process is the design of the coding sheet. A universal template does not exist because the design of the coding sheet depends on the methods used, the respective software, and the complexity of the research design. For univariate meta-analysis or meta-regression, data are typically coded in wide format.

  9. Template Analysis in Business and Management Research

    7 Altmetric Abstract Thematic methods of data analysis are widely used in qualitative organizational research. In this chapter, we will introduce you to Template Analysis (King and Brooks, Template Analysis for Business and Management Students.

  10. The Utility of Template Analysis in Qualitative Psychology Research

    qualitative research; Template Analysis; thematic analysis Introduction Thematic analysis has for a long time held a rather uncertain place in qualitative psychol-ogy. On the one hand, it has often been treated rather dismissively as an approach that is rather simplistic and rather shallow. On the other, it is used extensively, both as an integral

  11. The Utility of Template Analysis in Qualitative Psychology Research

    We conclude that Template Analysis is a flexible form of thematic analysis with real utility in qualitative psychology research. Keywords: Pictor technique; Template Analysis; a priori themes; applied research; group data analysis; qualitative research; thematic analysis.

  12. Template Analysis for Business and Management Students

    Part of SAGE's Mastering Business Research Methods, conceived and edited by Bill Lee, Mark N. K. Saunders and Vadake K. Narayanan and designed to support researchers by providing in-depth and practical guidance on using a chosen method of data collection or analysis. In Template Analysis for Business and Management Students Nigel King and ...

  13. Content Analysis

    Content analysis is a research method used to identify patterns in recorded communication. To conduct content analysis, you systematically collect data from a set of texts, which can be written, oral, or visual: Books, newspapers and magazines. Speeches and interviews. Web content and social media posts. Photographs and films.

  14. 6+ Research Analysis Templates

    1. Market Research Analysis Template Details

  15. Top 10 Data Analysis Research Proposal Templates with ...

    Template 3 - Project Context and Objectives of Research Data Analysis Proposal. Click Here to Download. This slide simplifies the process of impressing your clients. It explains your project's context and objectives, leaving a lasting impact on your audience. Project Context: We provide a clear and concise space for explaining the background ...

  16. FREE Research Analysis Template

    Research Analysis Templates Whether Quantitative and Qualitative Results, Template.net Has the Perfect and Free Research Analysis Template Just for You! Simply Follow the Sample Content and Headers to Write Your Research Design, Survey Data, Product Descriptions, and Business Plans Professionally.

  17. What is competitive analysis? Template, examples, and how-to

    How to do a competitive analysis. 1. Create a shortlist of your competitors. 2. Do a deep dive on each competitor. 3. Develop a holistic overview and strategy. Alternative competitive analysis frameworks. The Five Forces model.

  18. Top 10 Market Research Analysis Templates with Samples and ...

    Template 12: Market Research Analysis Executive Summary template. Introducing a strategic tool that distils complex data into a concise and impactful overview. Crafted for executives and decision-makers, this template condenses extensive quantitative market research findings into a clear executive summary. The template encompasses a financial ...

  19. How to Write a Market Analysis: Guidelines & Templates

    Here's a short selection of 8 easy-to-edit market analysis templates you can edit, share and download with Visme. View more templates below: Table of Contents What Is a Market Analysis? Benefits of a Market Analysis What Are the Components of a Market Analysis? 9 Market Analysis Templates How to Conduct a Market Analysis

  20. Free Research PPT Templates & Google Slides Themes

    The research PowerPoint template can enhance your presentations by providing a professional and organized layout specifically designed for research-related content. With its clean design and customizable elements, it allows you to effectively showcase your findings, data, and analysis, making your presentation visually appealing and engaging.

  21. 10 Best Market Research Templates in Word & ClickUp

    ClickUp Business Development Plan Template 5. ClickUp New Product Development Template 6. ClickUp Product Positioning Template 7. ClickUp Competitive Analysis Template 8. ClickUp Customer Journey Map Template 9. Word Market Research Plan Template by FlexMR 10. Word General Market Survey Template by BusinessInABox. When promoting your products ...

  22. FREE 10+ Research Analysis Report Templates in PDF

    FREE 10+ Research Analysis Report Templates in PDF | MS Word. The research analysis report is the analysation and the evaluation of the research and study, then create the report on the basis of it. The research study in any field is the most elaborate study as it acquires various basic as well as the complex things in it.

  23. Free Research Google Slides and PowerPoint templates

    Research Presentation templates Customize our free themes and templates for Google Slides or PowerPoint and explain what your Research is about. These designs are easy to edit, so that will speed things up! ... Download the Media Analysis and Interpretation - German - Foreign Language - 11th Grade presentation for PowerPoint or Google Slides ...

  24. Market Research: A How-To Guide and Template

    1. Five Forces Analysis Template. Use Porter's Five Forces Model to understand an industry by analyzing five different criteria and how high the power, threat, or rivalry in each area is — here are the five criteria: Competitive rivalry; Threat of new entrants; Threat of substitution; Buyer power; Supplier power; Download a free, editable ...

  25. Vendor Analysis Template

    Identify potential vendors for analysis This task involves identifying potential vendors who could meet the company's requirements. Determine the type of products or services needed and consider industry recommendations or online directories to build a list of potential vendors. Research their reputation, reliability, and offerings to create a shortlist for further analysis.