How to research the scientific market for untapped segments

🗓️ Published date:
06 Jul 2023
✍️ Author:
Radu Gheorghiu


In the rapidly evolving scientific sector, untapped markets represent a goldmine of opportunities. These are segments of the market that are underserved or not served at all, offering immense potential for businesses that can successfully cater to their needs. However, the challenge lies not in the process of market research itself, but in accessing the right, unbiased, and global information to identify these untapped markets.

The key to successful market research in the scientific sector is to have access to comprehensive, global data that is enriched with information about the products used by scientists, upcoming application areas, and more. This is where Market Landscape comes into play. Our AI-powered platform aggregates data from multiple reliable sources, providing a comprehensive view of the market landscape in the scientific sector. This guide will walk you through how to leverage this kind of enriched data to identify untapped segments in the scientific sector, providing you with a roadmap to uncover hidden opportunities and pave the way for success.

Which is which: Market Research vs. Market Landscape vs. Market Analysis

Market research, market landscape, and market analysis are interconnected facets of understanding a business environment, each with its unique focus.

Market research is a comprehensive process involving the collection, analysis, and interpretation of information about a market, its customers, and competitors, aimed at understanding customer needs, behaviors, and purchasing influences.

The market landscape, on the other hand, provides a broad overview of the business environment, including the competitive scenario, key market players, regulatory framework, and industry trends, helping businesses identify market opportunities and threats.

Lastly, market analysis, a component of market research, delves into a detailed examination of specific market dynamics within a particular industry, assessing quantitative and qualitative factors such as market size, growth rate, trends, segments, and competition levels. Together, these three elements provide a comprehensive understanding of the market from a macro and micro perspective, aiding strategic decision-making.

Where it all starts: Market Research

Market research is a powerful method that provides businesses with a deeper understanding of their audience, their needs, and the gaps in the market. In the scientific sector, this process is particularly crucial due to the rapid pace of innovation and the highly specialized nature of the market.

In this context could involve exploring the latest trends in scientific research, understanding the challenges faced by laboratories, or identifying the unmet needs of researchers. For example, it might involve tracking emerging trends in scientific research, such as the rise of personalized medicine or the increasing importance of data science in biological research. It could also involve surveying researchers to understand their pain points, such as challenges in data management or difficulties in sourcing high-quality reagents.

The insights gained from this initial market research are invaluable. They not only provide a snapshot of the current market landscape but also pave the way for the next crucial step in the process: market segmentation.

Understanding Market Segmentation in the Scientific Sector

Market segmentation is a fundamental concept in marketing that involves dividing a broad market into distinct subsets of consumers who share common needs, characteristics, or behaviors. In the scientific sector, this process takes on a unique complexity due to the specialized nature of the field. The segments in this sector could be based on a multitude of factors such as the type of scientific research being conducted, the size and type of laboratories, geographic location, or the specific needs for scientific equipment or services.

For instance, a small biotech startup might have different needs and preferences compared to a large, established pharmaceutical company. Similarly, a research lab focusing on genomics might require different equipment and services than a lab specializing in proteomics. Understanding these nuances and differences is the first step towards identifying potential untapped markets.

How to conduct Market Research for Scientific Companies

Market research is a systematic process, and while it can be complex, breaking it down into manageable steps can make it much more approachable. Here's a step-by-step guide on how to conduct market research in the scientific sector:

Step 1: Define Your Research Objectives

The first step in any market research process is to clearly define your research objectives. This is a crucial step that sets the direction for your entire research journey. What do you hope to achieve with your market research?

For instance, if you're part of a small company with a limited product line, your focus might be on finding a new niche for your existing products. Tools like Market Landscape can be instrumental here, allowing you to track the evolution of specific market segments by analyzing the number of publications, grants, or patents in a certain area.

On the other hand, if you're part of a large organization, your research objectives might be more aligned with the broader goals or objectives set by your company's leadership. This could involve understanding the needs of existing segments to improve customer satisfaction, exploring potential new markets to drive growth, or identifying opportunities for innovation to maintain a competitive edge. In such scenarios, Market Landscape's ability to provide a comprehensive view of the market can be invaluable.

Step 2: Identify Your Target Audience in the Scientific Sector

The next step in your market research journey is to identify the key players in your market. In the scientific sector, these could include a diverse range of individuals and institutions, from researchers and laboratory managers to scientific institutions and manufacturers of scientific equipment. Understanding the different needs, preferences, and behaviors of these groups is crucial for effective market segmentation.

If your business unit has a limited range of offerings, establishing relationships with these key players might be challenging, especially if you're new to the market. The scientific sector is a tightly-knit community where trust and credibility are paramount. However, your market research, potentially facilitated by tools like Market Landscape, can play a crucial role here, providing you with the insights you need to engage them effectively.

For older, larger, and more established companies, existing relationships with key players can provide valuable insights. However, the scientific sector is constantly evolving, and regular market research is crucial to keep up with these changes. For instance, one of our customers, an established company with a wide range of offerings, used Market Landscape to identify an unseen portion of the market, effectively doubling their Total Addressable Market (TAM).

Step 3: Choose Your Research Methods

Choosing the right research methods is a crucial step in your market research process. The methods you choose depend on your objectives and industry. Surveys, for instance, are a common method for collecting quantitative data, such as demographic information or responses to specific questions. They can provide a broad overview of your market, helping you understand general trends and patterns.

On the other hand, interviews and focus groups can provide more qualitative insights, allowing you to explore topics in more depth. These methods can be particularly useful for understanding the needs, preferences, and behaviors of your audience, or for exploring complex issues that require a deeper understanding.

For larger and older companies, analyzing the usage of the products they've already sold on the market can be a valuable source of data. This can provide insights into which features are most valued by their customers, and where there might be opportunities for improvement or innovation. However, the process of collecting and analyzing market research data can be manual, tedious, and inefficient. This is where tools like Market Landscape come in. As a source of secondary research, it provides valuable insights by showing how many times a company or product has been mentioned in scientific papers, grants, and patents, thereby streamlining the research process.

Step 4: Design and Conduct Your Research

Designing your research is a crucial step following the selection of your research methods. This stage involves creating clear, objective survey questions or interview guides that align with your research objectives. For example, if identifying new customer segments is your goal, questions should focus on respondents' roles, needs, challenges, and current solutions.

Determining your sample size and data collection method is also essential. The sample size should be large enough for reliable results but manageable and cost-effective. The data collection method should consider your audience and resources for optimal response rate and data quality. For larger companies, outsourcing data collection for surveys and interviews can be a viable option to handle scale. Tools like Market Landscape can guide this process by providing data to inform your research design and target your data collection effectively.

Step 5: Analyze and Interpret the Data

After the data collection phase, you enter one of the most critical stages of the market research process: data analysis and interpretation. This is where you transform the raw data you've collected into meaningful insights that can inform your business decisions. Once your data is clean and organized, you can start the analysis. This involves looking for patterns, trends, and insights in your data that could point to potential untapped markets. Depending on your research objectives and the type of data you've collected, this might involve statistical analysis, thematic analysis, or comparative analysis.

In today's data-driven world, businesses often deal with large quantities of data that can be challenging to analyze manually. This is where Business Intelligence (BI) and Artificial Intelligence (AI) tools can be incredibly useful. BI tools can help you visualize your data, making it easier to spot trends and patterns. They can also automate many aspects of the data analysis process, saving you time and reducing the risk of error.

AI takes this a step further by using machine learning algorithms to analyze your data. These algorithms can identify complex patterns and relationships in your data that might be difficult to spot manually. They can also handle large quantities of data quickly and efficiently, making them ideal for big data analysis.


Based on your analysis, you should have a clear understanding of the different segments within your market, their needs and preferences, and the gaps in the market. Now, it's time to identify the segments that are underserved, have unmet needs, or are emerging as a result of new trends or advancements in the scientific sector.

Identifying these untapped segments is not the end of the process, but rather the beginning of a new journey. Once you've identified potential untapped segments, the next step is to validate these opportunities, develop strategies to serve these segments, and ultimately, bring your offerings to market.

This process can be challenging, but it's also incredibly rewarding. By identifying and serving untapped markets, you can drive growth, innovation, and success for your business. And with Market Landscape, you have a powerful tool at your disposal to facilitate this process and help you navigate the complex scientific markets.

Never lose an update

Subscribe to our newsletter to stay updated
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.