Introduction to Market Sizing

Introduction to Market Sizing
Learn how to calculate market size using practical market research methods and tactics.

Resource Outline


  1. Introduction and overview (00:30)
  2. Course structure and activities

Definitions and methodology

  1. Market sizing definitions (3:08)
  2. What is TAM, SAM & TM? (1:03)
  3. Top-down methodology (2:34)
  4. Bottom-up methodology (2:15)
  5. Identify your search terms (2:05)
  6. Market research sources (2:26)
  7. Market sizing methodology milestone

Case studies

  1. Case study: Bottom-up for a medical device (3:06)
  2. Case study: Top-down for a biotech product (1:25)
  3. Case study: Top-down for a smartwatch (1:20)
  4. Case study: Emerging market with a proxy (4:49)

Where to go next

  1. Where to go next (1:09)

About the Resource

Get a practical introduction to market sizing and learn the fundamentals of market research with MaRS Market Intelligence.

Meet your instructor

MaRS Market Intelligence services supports entrepreneurs by providing access to current, relevant and timely information about their industries, competitors, markets, investor data, and best business practices.