Market size and growth often dominate research, but less prominent factors can determine whether a market is actually ready for entry. Learn how to identify the assumptions and requirements that could have the greatest impact on execution.

Market conditions change, especially regulation and competitive activity. A decision built on outdated evidence can create problems during execution. Learn why market assessments need to be dated, monitored, and revisited.

A market recommendation can appear fully evidence-based while one unverified assumption quietly shapes the conclusion. Learn how to identify assumptions that could change the decision—and where further research matters most.

Market decisions often rest on a few facts nobody actually verified, entered reasonably because time was short. The risk is not the assumption. It is when it sits beside real evidence looking identical, so no one can tell which conclusions are solid and which are educated guesses.