01
Client context
The company saw opportunities to apply its chemistry in adjacent industries but lacked market and customer insight.
02
Business challenge
Each application had different specification processes, qualification timelines and competitors.
03
Research objective & questions
Assess the attractiveness of candidate applications and recommend where and how to enter.
- How large and fast-growing is each candidate application?
- What technical and qualification requirements apply?
- Who are the incumbent suppliers?
- Should the company build, partner or license?
04
Methodology & approach
- Market screening
- Size and growth estimates by application.
- Formulator and OEM interviews
- Specification and qualification processes.
- Expert interviews
- Technical and industry specialists.
- Competitor assessment
- Incumbent suppliers and switching barriers.
05
Sample & geography
- ~6 applications screened
- ~25 formulator and OEM interviews
- ~8 expert interviews
- Geography — India, Europe and Southeast Asia
06
Key findings
- Two applications combined attractive growth with manageable qualification cycles.
- Sustainability credentials were becoming a selection criterion.
- Incumbents were strong in large accounts but under-served smaller formulators.
- Technical support capability was a prerequisite for entry.
07
Business implications
- Prioritise two applications for entry.
- Target smaller formulators first with technical support.
- Develop sustainability documentation for qualification.
08
Outcome
The company received an application prioritisation, entry approach and investment case inputs.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.