You have a great idea and a fire in your belly. But before you can launch your business, you need to determine whether your business opportunity or idea will produce the desired amount and type of value. It is important that you fully understand the nature of the industry, who your competitors are, available substitute products, the willingness of the customer to pay a particular price, etc. This information arises from the entrepreneur's directed research into the market.

Likewise, market research helps entrepreneurs to understand their potential customers. It involves identifying the needs and wants of your target customer and scoping out the business operations necessary to meet those needs.

UP’s world-class Research and Advisory services are informed by science and evidence, and delivered by practical industry experts:

https://www.enterprises.up.ac.za/research-and-advisory-services-2

https://www.enterprises.up.ac.za/business-units-2

https://www.enterprises.up.ac.za/business-development-support-2