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@candleDaisy562 hours agoUnited States
How do I size a B2B market when the end user is not the customer?
- Market Sizing
I understand consumer market sizing, but B2B cases confuse me when one company buys the product and someone else actually uses it. Should I estimate from end users, customer companies, or both?
Similar Questions
How should I choose between household-based and person-based market sizing?
- Market Sizing
For some consumer products I could estimate demand by number of people or by number of households. Is there a good rule for choosing the cleaner approach, or should I pick whichever data and assumptions are easier to defend?
Oct 28, 2026United States
Top answer
Mayank G.Coach
Mayank G.CoachChoose the unit that most directly matches how the product is purchased or used, then use the approach with assumptions you can explain clearly.
Is it okay to give a range instead of one point estimate in market sizing?
- Market Sizing
Some market-sizing assumptions are pretty uncertain, so a single number can feel fake-precise. Is it acceptable to give a range, or do interviewers usually expect one final estimate?
Oct 23, 2026United States
Top answerMayank G.Coach
Mayank G.CoachA range can be useful when the uncertainty is real, but you should still show a clear base-case estimate. The interviewer needs to see that you can make a decision rather than hide behind a very wide interval.
What should I do if the interviewer challenges a market-sizing assumption but gives no replacement?
- Market Sizing
If I say something like 30% penetration and the interviewer tells me that assumption feels too high, but does not give a better number, should I defend it, ask for guidance, or pick a new assumption myself?
Oct 25, 2026Denmark
Top answerMayank G.Coach
Mayank G.CoachTreat the challenge as a signal to revisit the assumption, not as a demand to defend it at all costs.