Market reports
How to use it
- Open Market Intelligence → Market.
- Enter your product category, for example grain-free dog food. If you've filled in your positioning canvas, this is pre-filled.
- Choose up to 5 markets. The first one is your primary market, where search demand is measured.
- Pick a time horizon and depth, and optionally add up to 3 questions you want answered.
- Start research. It takes a few minutes. You can leave the page. The report appears under Current reports when it's done.
⏱ ~2 min to set up, a few minutes to run · 💳 Pro+ · 🎯 A cited picture of your category
What you choose
| Input | Options | Notes |
|---|---|---|
| Product category | Free text, 2 to 80 characters | Pre-filled from your positioning canvas when it's set |
| Markets | Up to 5 | The first is the primary market, where search volume is measured |
| Time horizon | Last 6 months, 12 months, 2 years or 3 years | Steers what counts as recent |
| Research depth | Quick scan, Standard, Deep research | Your plan sets the deepest you can pick |
| Your questions | Up to 3, one per line | Asked first, word for word, and answered in "What this means for your store" |
Research depth
| Depth | Research questions | Web searches per question | Pages read per question |
|---|---|---|---|
| Quick scan | 3 | up to 3 | up to 2 |
| Standard | 6 | up to 4 | up to 3 |
| Deep research | 10 | up to 6 | up to 5 |
More depth means more sources and a higher cost. Pro allows up to Standard; Agency and Enterprise allow Deep.
Your own questions count towards the question total, and they're asked first. The rest are planned from the report's sections.
What the report covers
| Section | What goes in it |
|---|---|
| Market definition & segments | How the category is defined, its main segments and adjacent categories |
| Size & growth | Market size and growth rates, each with its publisher, period and unit. Ranges where sources disagree |
| Demand trends | How demand is moving: search interest, seasonality, rising and falling sub-segments |
| Consumer behaviour | What buyers value, how they discover and choose, price sensitivity |
| Pricing & promotion norms | Typical price bands, discounting and promotion patterns |
| Channel landscape | Direct-to-consumer, marketplaces, social commerce, retail, and how that's changing |
| Regulation & compliance watch | Rules, standards or upcoming changes that affect selling in the category |
| Key players | Leading brands and retailers and what they're known for |
| What this means for your store | Implications for your decisions, plus answers to your questions |
A section with no strong enough evidence is left out and named at the foot of the report. You get a shorter report rather than filler.
Measured search demand
Where the platform's DataForSEO account is available, the report adds measured search figures for your primary market:
- Monthly Google search volume for your category term and up to four of your tracked keywords that match it (Google Ads data).
- Year-on-year change for each term, when at least 13 months of history exist.
These appear in Demand trends labelled Measured. If DataForSEO isn't available, the report says so ("Search demand was not measured: …") and marks the report partial. Demand figures are never estimated to fill the gap.
"What this means for your store"
This section joins what the research found to your own figures: conversion, price position against matched competitors, organic search and reviews.
It compares you to the market only when a cited benchmark exists. If the research finds a published average conversion rate for the category, the report can compare yours to it. If it doesn't, the report doesn't compare. It won't invent a benchmark to make the section feel complete.
How figures are checked
Every claim is checked before the report is written:
- Independence. A claim is corroborated only when two different publishers support it. Two pages from the same publisher count once.
- Disagreement. When sources give figures more than 25% apart for the same metric and period, all of them are marked Sources disagree and shown together.
- Age. A figure describing, or published, more than 24 months ago is marked Stale.
- Quote match. If a figure doesn't appear in the passage it cites, it's kept but capped at low confidence.
Not all sources carry the same weight. Official statistics and government sources count most. Established business press counts well. Syndicated market-size report vendors, press-release wires and user-generated sites count least, because their headline figures often conflict or repeat each other. Search engines and link shorteners are never used as sources: the page that made the claim is what gets cited.
Refreshing and comparing versions
Run the same report again to get a new version. The previous version is kept. The new version opens with a summary such as Since version 2: 3 figures changed, 5 new findings, 1 no longer supported, and lists the figures that moved with their old values.
On Agency and Enterprise, turn on Refresh monthly on a report to have it re-run on the same day each month with the same inputs.
Scenarios
A pet-food brand checking whether to expand into the UK
Category grain-free dog food, markets United Kingdom then United States, Standard depth, one question: "How are UK retailers pricing premium grain-free lines against mainstream brands?"
The report measures UK search demand for the category and the brand's tracked terms. It cites two market-size figures that disagree, and shows both. Its regulation section flags labelling rules. Because the brand's question was asked first, the pricing answer leads "What this means for your store", with the retailer pages it came from one click away.
A fashion brand whose report came back partial
The platform's DataForSEO account was out of credit, so the report is marked Partial with the reason "Search demand was not measured: the platform's DataForSEO account is out of credit." Every other section is complete and cited. When credit is restored, a refresh adds the measured demand figures and the version summary shows them as new findings.
Best practices
- Name the category the way shoppers search for it. Running shoes gets better sources and measured demand than performance footwear solutions.
- Put your primary market first. That's the one search demand is measured for.
- Use your three questions for decisions you're actually facing. They're asked first and answered in the section you'll act on.
- Don't average contested figures. If two publishers are 40% apart, the uncertainty is the finding.
- Export the evidence CSV before a planning meeting. Anyone can check a figure without opening the app.
See also
- Market Intelligence overview: labels, budget, plans and permissions
- Evidence-based SWOT: a market report widens your SWOT's opportunities and threats
- Positioning: pre-fills the category
- Keyword portfolio: the tracked keywords measured for demand