V Skill HF-D8.2-002 cross-sector 11 skills
Market research and competitor analysis
Gathers data on market size, trends and competitors from sources and interviews and summarises these into conclusions for policy or offering.
How hrmforce measures this
- Assessment method
- Work sample test · rho 0.33 (SD 0.09)
- hrmforce instrument
- Work sample test, Knowledge test (client-specific)
- Competency (50-framework)
- Market Orientation
- Trainability
- high
- Demand outlook 2026 to 2030
- rising
The candidate performs a representative work sample under standardised conditions.
Behavioural anchors
| Level | Behaviour at this level |
|---|---|
| N1 Guided | Looks up public data on a competitor on request and places it in the standard overview. works under supervision and follows instruction · routine, one variable at a time · own task |
| N3 Proficient | Chooses sources and method for a market question independently, checks reliability and delivers substantiated conclusions. sets own approach and seeks input proactively · several variables, some ambiguity · own team or process |
| N5 Leading | Designs the market research programme of the organisation, determines which questions lead and defends the findings to the board. sets the standard and the policy · strategic, under high uncertainty · organisation, value chain or profession |
N2 and N4 are deliberately not anchored. Raters place them between the anchors, following the O*NET convention.
Underlying skills
These skills inherit the assessment route and the behavioural anchors of this construct.
| T | Skill | Definition | Demand outlook 2026 to 2030 |
|---|---|---|---|
| V | Conducting a market scan Market scan | Explores size, players, prices and entry barriers for a new market or target group. | rising |
| V | Estimating market size Market sizing | Calculates total, serviceable and obtainable market using sources and explicit assumptions. | rising |
| V | Making a competitor analysis Competitive analysis | Compares competitors on offering, price, target group and positioning and names the own difference. | rising |
| V | Drawing up a SWOT analysis SWOT analysis | Lists strengths, weaknesses, opportunities and threats and links these to choices. | rising |
| V | Desk research on industry figures Desk research | Finds and assesses figures from public sources such as trade bodies, chambers of commerce and statistics offices. | rising |
| V | Designing a market survey Survey design | Designs a questionnaire with clear, non leading questions and a usable answer structure. | rising |
| V | In-depth interviews with market players In-depth interview | Holds open conversations with customers, experts and partners and records the findings traceably. | rising |
| V | Benchmarking prices and offerings Price benchmarking | Systematically compares prices, conditions and packages of providers in the same market. | rising |
| V | Applying a PESTEL analysis PESTEL analysis | Assesses political, economic, social, technological, environmental and legal factors around a market. | rising |
| V | Applying Porter five forces Five forces | Analyses buyer and supplier power, new entrants, substitutes and rivalry within a market. | rising |
| V | Writing a market report Market report | Summarises research results in a report with conclusions and recommendations for policy or offering. | rising |