--- ontology: id: market-research version: "0.4.0" description: Market-research domain ontology — segments, competitors, sizing, demand, intelligence extends: - mif-base - shared-traits namespaces: semantic: children: market: description: Segments, competitors, brands, personas, sizing, forces, demand, data sources type_hint: semantic reports: description: Market-intelligence reports and analyses type_hint: semantic procedural: children: research: description: Survey instruments and research plan specifications type_hint: procedural episodic: children: research: description: Win-loss analyses and research episodes type_hint: episodic entity_types: - name: segment description: A market segment — a defined slice of a market aliases: - "market segment" - "buyer segment" - "customer segment" - "target segment" exemplars: - "A structured knowledge infrastructure product maps to several distinct buyer segments, each with its own pain point and willingness to pay" - "Enterprise buyers have shifted decisively toward buying commercial software-as-a-service rather than building it in-house" base: semantic traits: - cited schema: required: - name properties: name: type: string description: type: string geographic_area: type: string audience_type: type: string identifier: type: string source_vocab: Umbrex market-mapping source_class: market segment taxon prior_art: Umbrex universe-of-entities taxonomy disposition: mint - name: competitor description: A competing organization in a market (EXTENDS schema:Organization) negative_examples: - "Individual vendors like CrowdStrike and Salesforce compete aggressively by undercutting on price, expanding feature sets faster than rivals, and differentiating on analyst rankings, collectively driving up the competitive intensity in the endpoint-security and CRM markets." base: semantic traits: - cited - dated schema: required: - legal_name properties: legal_name: type: string url: type: string format: uri area_served: type: string number_of_employees: type: integer founding_date: type: string format: date makes_offer: type: array items: type: string source_vocab: schema.org source_class: Organization prior_art: schema.org/Organization / GoodRelations BusinessEntity disposition: extend - name: brand description: A brand maintained by a competitor (REUSES schema:Brand) negative_examples: - "New DTC skincare brands can enter the market at low cost via white-label manufacturing and Shopify platforms, allowing fresh entrants to compete for social-media discovery and rapidly gain mindshare among Gen Z consumers." - "Salesforce, Inc. (NYSE: CRM), a San Francisco enterprise CRM vendor, and Shopify Inc. (NYSE: SHOP), an Ottawa commerce-platform vendor, are both publicly traded companies competing in their respective markets." - "Gen Z and Millennial consumers increasingly check ingredient lists via apps like INCIDecoder or Yuka before buying 'clean-label' skincare, pressuring legacy brands to reformulate or launch clean-label sub-brands." base: semantic traits: - cited schema: required: - name properties: name: type: string logo: type: string format: uri slogan: type: string aggregate_rating: type: string review: type: array items: type: string url: type: string format: uri source_vocab: schema.org source_class: schema:Brand prior_art: https://schema.org/Brand disposition: reuse - name: buyer-persona description: A target buyer audience or ideal-customer profile (REUSES schema:Audience) negative_examples: - "This segment, aged 13-26, discovers and buys skincare mainly via TikTok and Instagram Reels rather than search, weighting ingredient transparency and influencer endorsement heavily, with low brand loyalty." - "LinkedIn, acquired by Microsoft in 2016 and reported as a standalone segment, is cited in B2B market research via its Sales Navigator and Talent Solutions products for firmographic targeting data." - "This cohort was screened for current software-purchasing involvement at 1,000+-employee organizations with at least director-level title, yielding 412 qualified respondents for a brand-awareness and vendor-consideration study." - "This skincare subscription box, personalized to skin type and concerns at signup, relies on a pause-rather-than-cancel default and periodic re-personalization surveys to manage churn." - "In this win-loss analysis, retail category buyers repeatedly declined a DTC skincare brand's shelf-placement pitch over inability to verify its claimed online repeat-purchase rate, used as a sell-through-risk proxy." base: semantic traits: - cited schema: required: - audience_type properties: audience_type: type: string geographic_area: type: string required_gender: type: string required_min_age: type: integer required_max_age: type: integer source_vocab: schema.org source_class: Audience prior_art: schema.org/Audience / schema.org/PeopleAudience disposition: reuse - name: respondent-segment description: A survey-respondent cohort defined by screening criteria negative_examples: - "Demand for F2P games skews heavily toward older-demographics segments aged 40+ who prefer puzzle and strategy mechanics, representing a growing revenue opportunity for mobile developers." base: semantic traits: - cited schema: required: - name properties: name: type: string audience_type: type: string geographic_area: type: string required_min_age: type: integer required_max_age: type: integer source_vocab: Market research practice source_class: respondent cohort prior_art: Pollfish market-research survey methodology disposition: mint - name: sizing-estimate description: A market-sizing estimate (TAM/SAM/SOM) base: semantic traits: - cited - dated schema: required: - name properties: name: type: string estimated_value: type: string valid_through: type: string format: date eligible_region: type: string description: type: string source_vocab: TAM/SAM/SOM practice source_class: total-addressable-market prior_art: HubSpot TAM/SAM/SOM sizing methodology disposition: mint - name: competitive-force description: A Porter competitive force shaping competitive intensity base: semantic traits: - cited - dated schema: required: - force_type - industry_scope properties: force_type: type: string enum: - new-entrants - buyer-power - supplier-power - substitutes - competitive-rivalry intensity: type: string enum: - high - medium - low - indeterminate industry_scope: type: string key_drivers: type: string trend_direction: type: string enum: - increasing - stable - decreasing source_vocab: Porter Five Forces source_class: competitive-force prior_art: Porter Five Forces framework (HBR 1979/2008) disposition: mint - name: service-offering description: A service offering provided into a market (EXTENDS schema:Service) negative_examples: - "Demand for embedded-payment capabilities is driving vendors to offer recurring-revenue models like subscription-box curation, where payment processing becomes a value-add feature bundled with the core product experience." - "New observability vendors are offering cloud-native monitoring and AI-driven root-cause-analysis services that compete with legacy enterprise monitoring platforms, changing how operations teams approach infrastructure visibility." - "Stripe, Inc., a privately held, venture-backed payments-infrastructure vendor in South San Francisco offering Stripe Treasury and Stripe Capital, competes with Adyen and Braintree among developer-first platforms." - "CB Insights' embedded-fintech intelligence service provides analysis and tracking of fintech-in-enterprise offerings, helping investors and operators understand the strategic implications of fintech integrations." base: semantic traits: - cited schema: required: - name properties: name: type: string provider: type: string audience: type: string brand: type: string area_served: type: string service_type: type: string offers: type: array items: type: string source_vocab: schema.org source_class: schema:Service prior_art: https://schema.org/Service disposition: reuse - name: market-demand description: Market demand for an offered item (REUSES schema:Demand) negative_examples: - "Buyers with negotiating power in CRM and enterprise software markets demand better pricing, lower switching costs, and extended payment terms, forcing vendors to improve commercial flexibility to maintain customer retention and market share." - "Conjoint-analysis survey instruments measure demand for specific pricing tiers and feature bundles, revealing which value combinations customers would actually choose across hypothetical product configurations." base: semantic traits: - cited - dated schema: required: - item_offered properties: item_offered: type: string eligible_region: type: string seller: type: string business_function: type: string valid_from: type: string format: date valid_through: type: string format: date source_vocab: schema.org source_class: schema:Demand prior_art: https://schema.org/Demand disposition: reuse - name: value-proposition description: A value proposition mapping offerings to customer jobs, pains and gains negative_examples: - "K-12 tutoring software demand, initially subsidized by federal ESSER relief funds, has moderated as ESSER funding wound down through its 2024 obligation deadline, shifting purchasing back to district general funds." - "This cohort screened for owners or sole financial decision-makers at businesses with fewer than 50 employees, yielding 650 qualified respondents for a study measuring unaided and aided brand awareness of accounting-software vendors. Quotas were set to match US Census Bureau small-business industry distribution rather than allowing a convenience sample skewed toward any single vertical." - "Enterprise software buying centers (5,000+ employees) require formal RFPs and multi-stakeholder sign-off; Gartner and Forrester treat this as distinct since criteria like SOC 2 and SSO/SAML diverge from smaller buyers." - "In this win-loss analysis, a vertical-SaaS company chose an embedded-payments partner based on API documentation and sandbox quality evaluated by its own engineers, weighing more than per-transaction pricing." base: semantic traits: - cited schema: required: - name properties: name: type: string description: type: string audience: type: string service_type: type: string slogan: type: string source_vocab: Strategyzer Value Proposition Canvas source_class: value-proposition prior_art: Osterwalder Value Proposition Canvas methodology disposition: mint - name: market-intelligence-report description: A market-intelligence report or analysis aliases: - "market intelligence brief" - "competitive intelligence report" - "industry analyst report" - "market research report" exemplars: - "Pricing signals from adjacent enterprise software markets establish a willingness-to-pay range for a new category of infrastructure product" - "An analyst quadrant report evaluates competing vendors in one category across execution and vision criteria, naming market leaders" - "An annual industry index tracks aggregated billing data across hundreds of companies to compare single- versus multi-model revenue architectures" negative_examples: - "Demand for managed-detection-and-response (MDR) in ransomware protection is documented in industry reports like CB Insights' cybersecurity threat analysis and Forrester Wave assessments of the MDR market." - "Healthcare payers represent a distinct market segment; industry intelligence reports track payer consolidation trends, reimbursement-policy shifts, and vendor adoption rates within this sector." base: semantic traits: - cited - versioned - documented schema: required: - name properties: name: type: string date_published: type: string format: date publisher: type: string about: type: string mentions: type: array items: type: string is_based_on: type: array items: type: string source_vocab: schema.org source_class: Report prior_art: schema.org/Report / IAO:0000311 publication disposition: mint - name: market-data-source description: A catalog of market-intelligence data (REUSES schema:DataCatalog) negative_examples: - "Adobe (NASDAQ: ADBE) acquired Marketo Engage in 2018 for B2B marketing automation, while CrowdStrike (NASDAQ: CRWD), maker of the Falcon EDR platform, faced scrutiny after its July 2024 outage disrupted Windows systems globally." - "Predictive-maintenance IoT demand has grown as unplanned downtime, cited at tens of thousands of dollars per hour for large facilities, strengthens the business case for sensor instrumentation investment." - "Sensor Tower's mobile-gaming report tracks in-app-purchase revenue and downloads via its own app-store data-panel estimation methodology, a standard but non-publisher-disclosed secondary source in mobile-gaming competitive analysis." - "Organizations of 200-2,000 employees lacking a 24/7 SOC but facing SOC 2 or cyber-insurance compliance pressure typically outsource threat monitoring entirely to a managed security provider rather than building hybrid coverage." - "In this win-loss analysis, non-converting industrial-IoT pilots most often failed due to integration friction with the facility's existing SCADA/PLC vendor ecosystem, discovered only during the pilot itself." base: semantic traits: - cited - versioned schema: required: - name properties: name: type: string url: type: string format: uri provider: type: string dataset: type: array items: type: string measurement_technique: type: string date_modified: type: string format: date source_vocab: schema.org source_class: DataCatalog prior_art: schema.org/DataCatalog / W3C DCAT 3 dcat:Catalog disposition: reuse - name: survey-instrument description: A survey instrument — a research plan specification negative_examples: - "A surveyed cohort of 250 manufacturing plant managers is gathered using a multi-question screening protocol that filters for facility size and recent technology-evaluation activity to ensure respondent relevance to IoT adoption studies." - "Clinical procurement leads at healthcare systems are characterized as decision-makers; capturing their preferences requires a structured interview protocol covering budget authority, risk tolerance, and vendor-certification requirements." - "The K-12 edtech segment is researched using survey instruments that measure teacher adoption rates, student engagement outcomes, and curriculum-fit perceptions to guide product roadmap decisions." - "Observability platforms communicate unified value propositions through surveys and buyer interviews, emphasizing single-pane-of-glass visibility, AI-driven insights, and cost reduction as key differentiators." base: procedural traits: - cited - versioned schema: required: - name properties: name: type: string description: type: string measurement_technique: type: string about: type: string audience: type: string source_vocab: IAO source_class: plan-specification prior_art: IAO plan-specification / OBI protocol disposition: mint - name: win-loss-analysis description: A win-loss analysis episode — post-decision interviews with won/lost prospects negative_examples: - "Win-loss discussion guides are survey instruments used to conduct structured interviews with customers about their vendor-selection reasoning, competitive comparisons, and deal-outcome drivers." base: episodic traits: - cited - dated schema: required: - name properties: name: type: string about: type: string date_created: type: string format: date mentions: type: array items: type: string description: type: string source_vocab: Competitive intelligence practice source_class: win-loss artifact prior_art: Clozd / Corporate Visions win-loss methodology disposition: mint relationships: analyzes-competitor: description: A win-loss-analysis analyzes a competitor (schema:about) from: - win-loss-analysis to: - competitor symmetric: false based-on-source: description: A market-intelligence-report is based on a market-data-source (schema:isBasedOn) from: - market-intelligence-report to: - market-data-source symmetric: false covers-segment: description: A market-intelligence-report covers a segment (schema:about) from: - market-intelligence-report to: - segment symmetric: false targets-audience: description: A value-proposition targets a buyer-persona (schema:audience) from: - value-proposition to: - buyer-persona symmetric: false tracks-competitive-force: description: A competitor tracks a competitive-force (schema:knowsAbout) from: - competitor to: - competitive-force symmetric: false item-offered: description: Market-demand is for an offered service-offering (schema:itemOffered) from: - market-demand to: - service-offering symmetric: false maintains-brand: description: A competitor maintains a brand (schema:brand / gr:hasBrand) from: - competitor to: - brand symmetric: false operates-in: description: A service-offering operates in a segment (schema:areaServed, extended to segment) from: - service-offering to: - segment symmetric: false provides-service: description: A competitor provides a service-offering (inverse of schema:provider) from: - competitor to: - service-offering symmetric: false discovery: enabled: true confidence_threshold: 0.8 patterns: - content_pattern: \b(segment|vertical|buyer size|price band|market segment)\b suggest_entity: segment suggest_namespace: _semantic/market - content_pattern: \b(competitor|incumbent|rival vendor|market player)\b suggest_entity: competitor suggest_namespace: _semantic/market - content_pattern: \b(buyer persona|target audience|ICP|jobs[- ]to[- ]be[- ]done)\b suggest_entity: buyer-persona suggest_namespace: _semantic/market - content_pattern: \b(TAM|SAM|SOM|total addressable market|market siz(e|ing))\b suggest_entity: sizing-estimate suggest_namespace: _semantic/market - content_pattern: \b(five forces|bargaining power|threat of substitutes|new entrants)\b suggest_entity: competitive-force suggest_namespace: _semantic/market - content_pattern: \b(market report|landscape analysis|competitive intelligence report)\b suggest_entity: market-intelligence-report suggest_namespace: _semantic/reports - content_pattern: \b(questionnaire|survey instrument|conjoint|MaxDiff|NPS survey)\b suggest_entity: survey-instrument suggest_namespace: _procedural/research - content_pattern: \b(respondent|screener|n=\d+|qualified respondents)\b suggest_entity: respondent-segment suggest_namespace: _semantic/market - content_pattern: \b(value proposition|jobs addressed|pains relieved|gains created)\b suggest_entity: value-proposition suggest_namespace: _semantic/market - content_pattern: \b(win[- ]loss|win rate|deal review|loss reasons)\b suggest_entity: win-loss-analysis suggest_namespace: _episodic/research - content_pattern: \b(syndicated|panel data|transaction data|data provider)\b suggest_entity: market-data-source suggest_namespace: _semantic/market