Custom Research

Freedonia Custom Research, a wholly owned subsidiary of The Freedonia Group, provides high-resolution research and analysis to inform clients’ strategic planning and business development.

What We Do for Clients

Our global team is distinctive in its ability to develop creative approaches to gathering, analyzing and synthesizing market, customer and competitive insights and data to accomplish challenging tasks while not setting unrealistic expectations. We have conducted hundreds of complex studies for many of the largest industrial companies in the world.

We have conducted hundreds of complex studies for many of the largest industrial companies in the world.

Freedonia Custom Research works collaboratively with clients to design and structure a research solution to support decisions related to:

  • Market sizing and segmentation
  • Growth forecasting and modeling
  • Competitor intelligence, benchmarking and profiling
  • International trends and other factors that impact growth
  • Supply and capacity
  • Macro trends and drivers
  • Value chain analysis
  • Voice of the customer

How We Work

Our dedicated custom research team seeks to add value at every step of the process, from initial dialogue through final deliverable, to ensure we make the project and you successful. Disciplined project management, in-depth primary research, phone and on-line surveys, resourceful secondary research, rigorous analysis and synthesis, and client commitment ensure results that are on-time and on-target. Freedonia Custom Research has full access to the knowledgebase of Freedonia’s 3,200+ industry studies, which provide a baseline for nearly all industrial markets, as well as visibility across the value chain from raw materials to end-users.

Why Clients Come to Us

Custom research studies are tailored to our clients’ specific business objectives and data requirements to enable decision-making related to clients’ growth initiatives, including:

Industries We Serve

We offer exceptional service and results addressing your specific research needs and critical business issues across a broad range of industries on a global basis:

  • Automotive & Transport
  • Construction & Building Products
  • Chemicals
  • Industrial Components
  • Consumer Goods
  • Energy & Petroleum
  • Healthcare & Life Sciences
  • Machinery & Equipment
  • Metals, Minerals & Glass
  • Packaging
  • Plastics & Other Polymers
  • Security
  • Services
  • Textiles & Nonwovens
  • Water Treatment

Meet some of our Custom Research Team

  1. Andy Banyas

    Andy Banyas


  2. John Sherwin

    John Sherwin

    Project Manager

  3. Brian Clayson

    Brian Clayson

    Project Manager

  4. Alison Wolf

    Alison Wolf

    Business Development Manager

  5. Dan Meges

    Dan Meges

    Business Development Manager

  6. Chris Staneluis

    Chris Staneluis

    Business Development Manager

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Below are a just a few examples of our many engagements to provide you a sense of our capabilities.

Market positioning

For a leading global manufacturer of fluid transmission components, Freedonia conducted a comprehensive assessment of a niche specialty valve. The company was interested in expanding its product line and geographical presence within this product category. To inform the client’s decision-making, Freedonia conducted in-depth primary research interviews across the value chain including competitive valve manufacturers, pump OEMs, distributors, end-users, installers and regulatory associations. Freedonia’s analysis involved a granular segmentation of the market across several dimensions, as well as distilling qualitative data into customer insights:

  • Historical, current and forecasted demand for the in-scope specialty valves in the United States, Canada, Middle East and Australia by channel
  • Demand in each channel for specialty valve type by size, application type, actuation type, connection type and body style
  • Competitor market positioning – including service models and certification standards
  • Preferences and rationales about brands held by specialty valve consumers

Freedonia’s study served as a direct input to the client’s strategic planning process and product portfolio planning.

New market entry

For a global manufacturer of industrial components, Freedonia analyzed a potential market entry as a supplier to the global aerial work platform (AWP) industry. The study was in support of a strategic planning process in which the client was assessing the attractiveness and viability of entry into adjacent markets. Freedonia provided both global and regional assessments of the opportunity for this company to supply the AWP industry. This included:

  • Production estimates and forecasts by region
  • Profiles and estimated market shares of leading AWP OEMs
  • Key purchasing criteria and preferences of the leading AWP OEMs
  • Regulatory and technology trends that may impact market entry and future demand
  • A broad competitive analysis that included profiles of the potential competitive suppliers into this market

Competitor landscape, positioning and performance

For an international coatings company, we analyzed its major competitor’s cost structure at a specific plant location and developed estimates for key revenue and cost components of the plant’s financial statements. The project objective was to benchmark the competitive plant’s cost advantages that resulted from the competitor’s scale and/or operational efficiencies. As a result of this analysis, our client developed a greater understanding of the pricing and margin flexibility its competitor had. The final deliverable included:

  • Estimates of plant-level financial statements including several components for Cost of Goods Sold (COGS) such as raw materials and production costs, and SG&A such as distribution and marketing
  • Description and estimates of competitors’ administrative and production staffing levels
  • Definition of competitor plant capacity, production level and utilization, product mix and pricing

New product launch

For a key manufacturer of piping systems and plumbing-related products exploring several new product development initiatives, we conducted a detailed study of client-directed segments of the global pipe industry. Within an extremely fragmented market, Freedonia successfully developed:

  • Demand within narrow client-specified product categories and geographic markets
  • Detailed market assessments, including volume and value consumption by:
    • Geographic regions
    • Product material types
    • End-use markets
  • Analysis of trends and demand forecast
  • Information on material types, including market trends, factors driving demand and insights into product applications

In an industry heavily impacted by macroeconomic conditions and commodity prices, Freedonia’s careful research and analysis accurately informed the client’s exploration of potential expansions into new product categories and geographic regions.

Customer acquisition and retention

For a $10+ billion diversified heavy machinery and construction equipment company, we conducted a comprehensive market opportunity assessment of a specific material handling equipment segment the company had entered. During the course of the study, Freedonia conducted primary research with 40 current and potential customers, six competitors and 20 dealers. Specific areas of analysis:

  • The customer analysis included the segmentation of customers into six discrete groups and the identification and prioritization of each customer segment’s key buying factors
  • Dealer analysis determined key elements of high performing dealers such as competitive brands carried, duration of relationship and number of dealer locations
  • The promotion assessment activity identified competitors’ use of promotional programs, targeted customer segments, frequency of use and program effectiveness
  • The competitor analysis identified competitors’ positioning in the market, target segments and brand reputation. Competitors’ performance across the key buying factors of each customer segment were benchmarked against our client based on customer interviews
  • We provided actionable recommendations for our client’s positioning of its products and brand in the market and its development of its dealer network based on specific primary research data and Freedonia analysis

Voice of the customer

For a packaging supplier in the process of updating its business strategy, we conducted a voice of the customer study with the aim of identifying ways in which to capture greater spend from its current customers and to gain new customers. During the course of the study, Freedonia conducted in-depth interview with nearly 50 current, former and potential customers to gather insights on:

  • How to grow share of wallet with current customers
  • How to attract new, sustainable customer relationships
  • Which customer segments should be targeted based on their needs and the supplier's capabilities and value proposition
  • How the supplier can generate value from its design services and capabilities
  • What customers value from a packaging supplier and what they are willing to pay for
  • How the supplier can be a better business partner and improve services

Identification and analysis of acquisition targets

For a leading global manufacturer of flexible and rigid packaging seeking to diversify its product line, we analyzed a specific segment of the packaging market to identify areas of growth. Analysis included developing demand estimates, growth rates and substitution opportunities for specific packaging types across multiple end-use consumer product segments. Primary research interviews with consumer product companies, competitors, retailers, packaging equipment manufacturers and investment analysts yielded insights into material and packaging shifts in the marketplace, as well as unmet needs.

In further phases of the project, Freedonia utilized this information to identify selected acquisition targets for the company. These acquisition targets were selected based on our analysis of the technical capabilities of the company and its position in growth-oriented markets. In-depth primary research interviews revealed valuable selection criteria for the client that included:

  • Profitability estimates by target product category
  • Production capabilities (including proprietary technologies)
  • Openness to partnering opportunities and degree of financial distress
  • Key executives currently with the company
  • Executives (either currently with target companies or those who had recently left) with management expertise in the target technology and market segment

IPO and debt offering support

For Caesarstone Sdot Yam Ltd., an Israeli manufacturer of countertops preparing to file an initial public offering (IPO), Freedonia Custom Research provided a detailed assessment of the global countertop market segmented by six product types, six regions and four specific countries. Freedonia Custom Research developed estimates of historic and forecast demand across each of the segments. The approach included the development of a rigorous demand model, informed by primary and secondary research. The final report consisted of a variety of tables representing the data to suit the evolving needs of the client. The client used the data collected, analyzed and presented to complete its F1 and Prospectus documents in support of its IPO. Caesarstone is now a publicly traded company on the US NASDAQ exchange under the ticker CSTE.

Value chain opportunities

For a division of a Global 100 company, Freedonia Custom Research conducted a full-scale global supply chain and demand analysis for a product sold into both the medical and industrial markets. The study was developed in support of the client’s commercialization of a breakthrough technology and included quantifying and evaluating market entry points at each level of the product value chain. The study included two major components:

  • Global demand analysis and growth forecasts for five regions, segmented by two major end-use markets and six product types
  • Global value chain mapping and analysis of entry barriers, profitability, competitive dynamics and sourcing practices. As a result, a calculation of the total potential market opportunity, profitability and ease of entry was made for market entry at each value chain level

To develop the information, Freedonia interviewed over 90 companies across the world at all levels of the value chain. The data contained in the report were used to support funding from the company’s board for the commercialization strategy of this new technology.

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