Taking the First Step in the
Dynata Research Journey with Market Sizing

Published: 03/13/2025

Elizabeth Barber 
Business Development Manager, Dynata

Whether private equity firms are assessing opportunities during due diligence, companies validating their position in the market, or management consultants shaping strategies for large corporations, market sizing is where it all begins. This foundational step not only provides a clear snapshot of market share but also helps validate key assumptions and uncover valuable insights into brand loyalty, competitive landscape, and consumer behavior.

To support these efforts, Dynata has a dedicated team of experts who specialize in strategically sampling populations to ensure the data collected is both representative and actionable. The significance and accuracy of this research cannot be overstated, as it often drives critical investment decisions and shapes the strategic direction of businesses. 

The Process: Generating Insights Step by Step

1. Representative Sampling: The first step is gathering data from a representative sample population typically within <5% variance. This ensures a reliable snapshot of the market, sampling respondents who mirror demographics in the target geography. It’s here that clients get their first real glimpse into brand penetration. 
2. Digging Into Consumer Behavior and Competition: Once the market profile is collected, many clients take it a step further and pivot to a sampling strategy, often referred to as the ”augment” phase. At this point, our operations team only targets the market profile observed during the representative sampling stage. As an example, the brand might skew to a certain region, age range, gender, etc. In other words, clients are now only wanting to target and hone in on those matching the profile of their customers. They analyze purchasing behavior, study the competitive set, and dive deeper into how their brand compares to others.Clients also now have the chance to probe into the ‘why’ behind responses in a highly conversational way with our “Quali-quant” programmatic feature. Leveraging generative AI to combine quantitative and qualitative methodologies, this tool gives clients the best of both worlds, improving respondent engagement and delivering even more value from the data. 
3. Oversampling for Brand-Specific Insights: To zero in on customer-specific metrics, clients frequently include a brand quota. This “oversample” phase provides a detailed look at what’s driving brand loyalty, how customers perceive the brand, and areas for improvement.For niche brands that might not have a large presence within a representative set, tapping into a brand customer list is an alternative options to collect these insights. When using this method, it’s important to consider whether the company has a privacy policy that allows the usage of customer data for market research purposes. This survey can be branded with the company logo or sent blind. Many clients prefer the blind approach to minimize bias and gather authentic insights from their customer base. Lastly, it’s worth understanding how well maintained the list is, as that will have an impact on response rates for the survey itself. 

Best Practices: Keeping the Data Honest and Reliable

The quality of insights depends on the quality of the data. Following best practices ensures that results are both meaningful and unbiased:

• Implementing Quality Checks:  Measures to eliminate bias and ensure data integrity should be included at each stage of research from survey design, sampling, data checks, analysis, etc.  
• Avoiding Leading Questions: Surveys should always be designed to let respondents answer freely without being nudged towards a specific selection. 
• Leaning on Expertise:  Dynata provides survey design support to help review and craft questionnaires that align with client goals while adhering to research best practices and optimizing quality.

By combining strategic sampling, thoughtful survey design, and tailored approaches, Dynata partners with clients to gather the data needed to make confident business moves. Whether this market sizing research effort is an adhoc pulse check or part of a greater research journey, our team is here to support when and where we are needed the most.