How to do a market trend analysis

Market trend analysis is a critical process in a business that involves examining market trends to identify patterns, opportunities, and challenges that affect a business’s performance. It involves the use of data and information to analyze the performance of various markets and industry sectors.

The main goal of market trend analysis is to understand how changes in consumer behavior, economic conditions, and technological advancements affect businesses. By analyzing these trends, businesses can make informed decisions about their strategies, products, and services.

Why market trend analysis matters.

blank notepad next to computer, ready for notes from a market trend analysis.

Market trend analysis involves collecting and analyzing data from various sources such as market research reports, industry publications, government statistics, and customer feedback.

The data collected is then used to identify trends and patterns that can be used to improve business performance, marketing strategies, and product development. The analysis includes identifying changes in consumer behavior, emerging technologies, new competitors, and other market factors that can affect a business’s growth and profitability.

By monitoring market trends, businesses can stay ahead of their competitors and adapt to changing market conditions. It also helps businesses identify potential risks and opportunities, allowing them to take advantage of new market trends and gain a competitive advantage.

With that in mind, we are going to focus on one of the most important ways in which businesses can collect insight data: the opinions and feedback of their customer base. Customers leave feedback in a multitude of ways. Perhaps the most important feedback medium is the online review.

Also Read: Super simple product-market fit framework

The gold is in consumer opinions.

Gold coins and $100 bills, representing the money you can make by performing market trend analysis.

You cannot afford to ignore customer-generated reviews when you put together a plan for developing an insight into your market.

Customer reviews are a crucial tool for gaining market trend understanding in business because they provide valuable insights into the preferences and opinions of customers. By analyzing customer reviews, businesses can gain a better understanding of their customers’ needs and wants and identify trends in consumer behavior.

Customer reviews provide a wealth of information about a business’s products, services, and overall customer experience. They can reveal common complaints, highlight areas for improvement, and identify trends in customer preferences.

This information can be used to inform product development, marketing strategies, and customer service initiatives, helping businesses stay ahead of their competitors and meet the changing needs of their customers.

In addition to providing valuable insights, customer reviews also play a key role in building trust and credibility with potential customers. Positive reviews can be used to promote a business’s products and services, while negative reviews can be used to identify and address areas for improvement.

Overall, customer reviews are an essential tool for gaining market trend understanding in business, enabling businesses to make informed decisions and stay ahead in today’s competitive business environment.

Review websites that give you gold.

Where can you find these reviews that are so crucial to the development of market understanding? Here are four of the most review-rich websites out there that you can use to gain insights about your market.


Capterra is a popular software review site that allows businesses to compare and evaluate different software solutions. By analyzing customer reviews on Capterra, businesses can gain insights into software performance, ease of use, and customer satisfaction.

  • For example, businesses can analyze Capterra reviews to identify emerging trends in software development, understand how customers use different software solutions and evaluate their competitors’ products.


G2 is a popular review site for B2B software and services that provides businesses with an opportunity to collect and analyze customer feedback. By analyzing customer reviews on G2, businesses can gain insights into software performance, customer satisfaction, and emerging trends.

  • For example, companies can analyze G2 reviews to evaluate their competitors’ products and services, identify areas for improvement in their own offerings, and stay ahead of the competition by understanding emerging trends in B2B software and services.


Trustpilot is a popular customer review site that allows businesses to collect and display reviews. It is popular enough that it can seriously impact the reputation of a business. By analyzing customer reviews on Trustpilot, businesses can gain insights into customer satisfaction, brand reputation, and emerging trends.

  • For example, businesses can analyze Trustpilot reviews to identify areas for improvement in their products and services, evaluate their competitors’ customer satisfaction levels, and improve their online reputation.


Amazon is one of the most popular online marketplaces, and customer reviews are a critical component of its success. By analyzing customer reviews on Amazon for physical products, businesses can gain valuable insights into product performance, customer satisfaction, and emerging trends.

  • For example, companies can analyze the sentiment of customer reviews to determine the most popular products and features, and identify common complaints that need to be addressed. Additionally, businesses can also use Amazon reviews to gain insights into their competitors’ products and stay ahead of the competition.

TIP: Filter reviews by recency. Do not pay attention to reviews that were left over a year ago. Market trends move fast, and you should only be trying to look at reviews that reflect the current state of the audiences you are aiming for. Your product might have been a great fit with the market 3 years ago, but it might be ‘out of the groove’ today.

TIP: Look at 1-star, 3-star, and 5-star reviews. One tip for identifying positive, negative, and satisfactory trends is to focus on 1-star reviews (to identify poor product fit), 5-star reviews (to identify positive product fit), and 3-star reviews (to identify an approximate average reaction to a product fit). Quantify and categorize the kind of comments made in these reviews.

Chart negative and positive feedback, and take note of any Trends.

Man and women at a whiteboard discussing feedback.

It is important for you to look at a broad range of reviews when attempting to gain market insight because it provides a complete picture of customer feedback and preferences. By looking at a broad range of reviews, you can identify patterns and trends across different customer segments and potential areas for improvement.

Negative feedback can be a valuable source of information on emerging trends and customer needs. By monitoring negative feedback, businesses can identify emerging trends, address customer needs, and prevent potential issues before they become major problems.

Consider your negative customer feedback as much as you consider your positive customer feedback. If you only look at positive reviews, you may miss out on valuable feedback on areas for improvement.

Similarly, if they only focus on negative reviews, they may miss out on positive feedback and emerging trends. By looking at a broad range of reviews, businesses can identify emerging trends and customer needs, as well as optimize their products or services to meet those needs.

This can help businesses stay ahead of the competition, improve customer satisfaction, and ultimately drive business growth. Getting a balanced view is incredibly important!

Pay attention to top players & new entrants.

Woman with magnifying glass held up to her eye.

It is especially important to look at customer review data for top players in your industry when looking to gain market insight because these players often set the standard for customer expectations.

By analyzing customer reviews of top players in your industry, businesses can gain insights into industry best practices, identify areas for improvement, and understand customer preferences. Additionally, companies can also gain insights into their competitors’ products and services, identify emerging trends, and stay ahead of the competition.

However, it is also important to look at the review performance of new market entrants when looking to gain market insight. New market entrants often bring disruptive technologies or business models that can change the competitive landscape.

By analyzing customer reviews of new market entrants, businesses can gain insights into emerging trends, identify areas where they can differentiate themselves, and understand the impact of new technologies or business models on the industry.

Additionally, businesses can also gain insights into the strengths and weaknesses of new market entrants and use this information to adjust their own strategies.

Furthermore, customer reviews of new market entrants can provide businesses with a better understanding of customer needs and preferences. By analyzing customer reviews of new market entrants, companies can gain insights into emerging customer needs, identify new product or service opportunities, and stay ahead of the competition by being the first to meet these needs.

Simply put: businesses can also gain insights into how customers perceive new market entrants compared to established players in the industry.

ChatGPT can help. A lot.

ChatGPT homepage

If you have yet to encounter the hype surrounding Open AI’s flagship chat platform, ChatGPT, you owe it to yourself to give it a try (it’s free).

Developed by OpenAI, ChatGPT is a large language model based on the GPT-3.5 architecture, which was first launched in June 2020. The tool enables people to create human-like text for certain queries or keywords. It has been trained using books, articles, and websites, all in an effort to mimic real human responses.

In the few years that it has been launched, ChatGPT has become a very popular tool for everyone, from customer service to educational purposes.

ChatGPT can also be used to help you with:

Identifying your competitors: If you do not know the state of the market you are in, you will find it hard to act in an informed manner.

Gathering, sorting, and presenting data: We live in an age where datasets evolve rapidly and exponentially.

Researching for relevant market research sources: Not every source is created equally.

Building and defining audience personas: Audience segmentation is a key aspect of almost every kind of market research.

Learning about your competitors: It is worth remembering that ChatGPT is limited in terms of data acquisition. Do not expect to receive truly up-to-date information from the platform, which has a learning cut-off date of 2021. What ChatGPT can do is provide and interpret core trends.

Read More: How to use ChatGPT for market research

Make use Of GapScout for easy review analysis to identify trends.

GapScout homepage.

Our tool is a market intelligence platform that helps businesses gain insights into market trends and competitor activities. This provides you with real-time market data and competitive intelligence, which you can use to make informed decisions based on genuine insight into markets.

GapScout gives you the ability to develop a market trends analysis by providing businesses with a range of features and tools. For example, businesses can use GapScout to monitor industry trends, track competitor activities, and analyze market data.

It is possible to also use GapScout to identify new product or service opportunities, evaluate customer feedback, and optimize their marketing strategies.

We provide businesses with a range of data visualization tools, such as charts, graphs, and tables, which help businesses to understand and interpret market trends easily. It also provides businesses with alerts and notifications, which help them to stay up-to-date with industry developments and respond to changing market conditions quickly.

Wrapping up this guide on how to do market trend analysis for your business.

Market trend analysis is a crucial part of the market research activity that should be taking place within every business.

Today’s business leaders are lucky enough to be living in a world where consumer feedback data – such as reviews – is readily available and constantly evolving.

By using the right tools and identifying the appropriate metrics, you can gain valuable insight into the specific market your business competes in. Market insight can be crucial in the development of a sound long-term business strategy or targeted marketing campaign.

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Justin Ferriman
Justin Ferriman
Justin is the founder of GapScout, the easiest way for solopreneurs and small businesses to find profitable gaps in their market. Follow Justin on Twitter→

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