The aims of the market research are:
- To establish the size of the market, key drivers, segmentation, and typical IT spends on IAM tools.
- To discover what IAM tools are currently on the marketplace and the functionality they provide for access management and audits. To use this information to determine if User Guardian can offer something new or unique to this market space.
- To identify the customers for the product. Once known a focus group discussion can be carried out to check the User Guardian meets a need, and if there are any additional needs to consider?
- To check how the competition compares against the goals set for the User Guardian tool.
- To use the PESTLE impact summary scores to compare how IAM vendors address and prioritise the topics and identify possible gaps where User Guardian could fill a market niche.
Data Collection Methods
The following table (Table 4) contains the aims of the market research alongside the methods for gathering the data to answer each aim.
Table 4 - Comparison of Market Research Aims and the Data Collection Methods