RESULT OBTAINED
Decision concept
Qualifying the sources of a market analysis
What must be established
A useful analysis keeps its controls visible.
- 01
Keep the author, the date, the method and the exact scope.
- 02
Spot circular reuse and economic interests.
- 03
Compare the divergences before building an average.
Decision reference
Make the next choice more explicit.
DECISION SUPPORTED
What level of confidence should be given to a market data point or claim?
DELIVERABLE TO KEEP
An evidence register where each data point carries a confidence level and a limit.
NEXT ELEMENT TO EXAMINE
Market sizeExplore →Start from the claim to support
The quality of a source depends on the claim and the decision concerned. Record the author, the original publication, the date, the population, the area, the unit, the method and the useful passage. A media pick-up does not become a second piece of evidence if it depends on the same study.
- Exact claim
- Primary source
- Scope and method
- Citation chain
Do not let an average hide a critical weakness
The table displayed uses an illustrative index equal to the average of four scores out of 5, multiplied by 20. This index is only used for ranking. For real use, an undescribed method, an incompatible scope or an unverifiable provenance blocks the claim, even if recency or reputation scores well.
- Illustrative index
- Method required
- Compatible scope
- Verifiable provenance
Resolve the divergences and review
When two values diverge, first compare definitions, periods, units, populations and processing. Publish a range only if the estimates concern the same object. The evidence is reviewed when a primary source is corrected, a definition changes, more recent data becomes available or the use exceeds the documented scope.
- Reconciliation before averaging
- Justified range
- Adjacent limit
- Review history
05 · ORIGINAL ASSET
Source confidence index
Dataset
Four dimensions scored out of 5: method, recency, proximity to the fact and independence.
Download the JSON dataset ↓| Source | Method | Recency | Direct | Independence | Confidence |
|---|---|---|---|---|---|
| Sector authority | 5 | 4 | 5 | 5 | 95% |
| Annual report of a market player | 4 | 5 | 4 | 2 | 75% |
| Specialist media | 3 | 4 | 3 | 3 | 65% |
| Vendor study | 2 | 4 | 2 | 1 | 45% |
Teaching case · simulated data · no real-world market conclusion.
Resources
Reuse the method and verify its foundations.
- Eurostat, reference metadata standards (opens in a new tab)Official framework for documenting content, method and quality so as to allow a correct interpretation.
- UK Government, The AQuA Book, 2025 (opens in a new tab)Official guide on the traceability of data, assumptions, uncertainties, verification and validation.
MOVE FROM ANALYSIS TO YOUR DECISION
Compare my markets using explicit criteria
MOVE FROM ANALYSIS TO YOUR DECISION
Compare my markets using explicit criteria
RETURN TO THE DECISION SYSTEM
See the canonical definition of marketing strategy→