Market Analysis Methodology for Assessing the Market Potential of Innovations in the Chemical Industry

Abstract

This article presents a comprehensive and empirically validated methodology for the strategic market analysis required to assess the commercial potential of innovations, with a specific application to the chemical industry. A structured analytical framework is proposed, built upon an extensive literature review and a series of in-depth expert interviews. The framework enables early-stage research and development (R&D) projects to better align with market expectations by systematically evaluating external environments, customer segments, and competitive dynamics. The methodology was validated using a case study focused on the innovation of ACF series indoor air filters. This case study confirmed the approach's effectiveness in guiding strategic innovation decisions, enabling a clear path from research concept to market evaluation and strategic recommendation.