Triangulate Before You Claim Demand
Combine category size, qualitative causality, and quantitative prevalence before making a demand claim.
Triangulation is how market research becomes decision-grade instead of merely interesting. Each research method sees the market through a different lens. TAM and SAM tell you about structural size and reachability. JTBD interviews expose the decision forces hidden underneath category labels. Surveys estimate prevalence and variation. If you rely on one method alone, you inherit its blind spots. A common mistake is to let the loudest signal win. Sometimes that is the big external market report because it carries authority. Sometimes it is the most emotional interview quote because it feels vivid. Sometimes it is the survey chart because percentages…
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