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Market Analysis

De-risk Your Growth Strategy

Growth decisions carry greater financial and competitive consequences than ever before. Hanover’s Market Analysis solutions help you make strategic investments grounded in defensible insight, not instinct.
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Market intelligence to guide expansion, positioning, and investment

Strategic confidence for every decision

Every engagement is designed around the business decision at hand, with research, analysis, and deliverables tailored to how leaders will act on the findings.

Complete market view

No matter how fragmented, emerging, or complex the market, we combine multiple sources of evidence and market modeling approaches to build a clear, defensible view of opportunity.

Grounded in real buyer behavior

We combine market data with interviews, surveys, and expert perspectives to validate findings, fill critical knowledge gaps, and strengthen confidence in strategic decisions.

Companies using market research to power market analysis decisions that saw increased revenue
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Trusted by 1,000+ companies for critical decisions

Market analysis solutions built for strategic decisions

Evaluate Market Opportunity

Know where to place your next growth bet.

Market Entry

Know which markets are worth exploring, anticipate future demand with advanced modeling, and enter new markets with clarity.

Merger and Acquisition

Evaluate acquisition targets and strategic investments with structured opportunity assessments, commercial due diligence support, market attractiveness assessments, and strategic fit modeling.
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Size and Prioritize Opportunities

Focus resources where growth, efficiency, and returns are highest.

Market Share

Understand your TAM, SAM, and SOM, size your market, and prioritize sub-markets and verticals.

Market Segmentation

Identify and prioritize high value market segments and sub markets to concentrate growth efforts, improve efficiency, and maximize return on strategic investments.

Market Penetration

Uncover hidden opportunities in your current markets to increase market share, unseat competitors, and maximize revenue potential.
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Differentiate and Compete

Outmaneuver competitors by knowing where to play and how to win.

Competitive Analysis

Anticipate threats, understand your competitive position, identify incumbent vulnerabilities, and uncover white space to capture.

Trend Analysis

Get ahead of shifting market dynamics and act on emerging forces that impact your sales, channels, supply chain, and more.

Reduce uncertainty in your next growth, market entry, or investment decision

Start the Converstation

Turn complex market signals into confident action

Investment-grade rigor that stands up to scrutiny

Transparent assumptions, sensitivity ranges, and clear methodology ensure insights support capital allocation, M&A, and growth decisions.

AI-enabled scale, guided by expert judgement

AI accelerates synthesis across fragmented sources, while experienced analysts validate insights and ensure accuracy.

General Tools Sizes and Evaluates a New Market with Hanover’s Market Analysis

“Hanover Research’s market analysis work helped us size and evaluate a new market. The work was completed timely and with actionable insights. We value our partnership with Hanover Research.”

– Greg Bonsib, VP Marketing

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wolters kluwer health language

Why Health Language is Partnering with Hanover Research

“Hanover’s secondary research approach to market sizing helped us with our strategic planning process and refreshed our business case to be more accurate. Hanover’s multi-methodology capabilities with secondary and primary research allow us to get a comprehensive view into the size of the market as well as understand our target buyers.”

– Brian Diaz, Sr. Director of Strategy and Marketing

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Why CIRCOR Aerospace is Partnering with Hanover Research

“We greatly appreciate the high quality of work that Hanover has produced for us during our partnership. Hanover has been able to delve into very specific markets for many of our products, providing valuable insights including market trends, barriers, sizes, competitive analysis and more. Our Hanover team’s professionalism and ability to expand our research capabilities has been appreciated as we shape our strategies for the coming years.”

– Director of Sales & Business Development for CIRCOR Aerospace

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3 pillar global

3Pillar Global Hones Its Go-to-Market Strategy with Hanover’s Data Backing

Our collaboration with Hanover offered the data backing we needed to build the foundation of our go-to-market strategy in a new vertical. Their final findings were essential in presenting to all of our stakeholders, including a board presentation. We are now moving forward with similar engagements of two additional market segments.

– Heather Combs, Chief Operating Officer

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Baltimore Aircoil Company Develops HVAC Purchasing Strategy for New International Market

“Expanding into a new market requires intensive research into the products customers need, their most preferred brands, what attributes they consider highly important, and more. As we honed our strategy for expanding into a new international market, we needed data-driven research to inform key business decisions.”

— Preston Blay, Vice President, Global Marketing, Baltimore Aircoil Company

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Market insights leaders can 
stand behind

Organizations turn to Hanover when growth and investment decisions demand clarity, confidence, and defensibility.
Compare markets and verticals to focus capital on opportunities with real, durable demand.
Quantify TAM, SAM, and SOM where data is fragmented, assumptions matter, and estimates must hold up to scrutiny.
Identify which customer segments and sectors offer the highest growth potential—and which dilute focus.
Pressure test market estimates, surface sensitivities, and understand what could materially change outcomes.
Evaluate market attractiveness, growth durability, and strategic fit to support commercial diligence and valuation.
Understand where incumbents are vulnerable and where differentiation is real—not assumed.
Replace conflicting estimates and opinions with a single, structured view leaders can stand behind.
The Right Growth Strategy is Critical to Success

Featured Insights

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The Go/No-Go Guide to Market Expansion

De-risk market expansion with defined go/no-go tests and tightly scoped validation that improves decision speed and clarity
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Market Entry Strategy: 5 Steps to Enter a New Market Successfully

From market assessment to product development, this blog outlines the five key steps to developing a successful expansion strategy.
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Market Size vs. Market Share: What They Mean and Why They Matter

Learn what market size and market share mean, how to calculate them, and strategic ways to use these insights for competitive advantage.
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8 Mistakes to Avoid in Competitive Intelligence

Learn to use competitive insights to grow your business, avoid mistakes, and stay ahead with smart strategies.
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The State of Market Research 2025

How business leaders use market research to increase sales, retain customers, outperform their competitors, and grow in their markets
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What is Market Segmentation?

Learn what market segmentation is, its benefits, the different types of segmentation, and the steps you can take to implement it successfully.
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Grow in Your Markets with a Successful Market Penetration Strategy

Growing market share is one of the core goals of many businesses. But finding, converting, and keeping customers, all while contending with competitors, is an

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  • Insights Blog

What is a Market Analysis?

Explore what market analysis is, how it helps businesses understand markets and competitors, and why data-driven insights are vital for growth and strategic decision-making.
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  • Reports & Briefs

A Step-by-Step Guide to Market Analysis

Identify stronger market opportunities using the data and inputs that drive better decisions Finding the right path for growth depends on how effectively you evaluate

Talk through your next growth decision with a market analysis expert