Trends Report

Best Practices In SOHO Research

Maximize The Precision And Usefulness Of Small Office/Home Office Studies

May 14th, 2007
J. P. Gownder, Vice President, Principal Analyst
J. P. Gownder Vice President, Principal Analyst
With contributors:
April Lawson , Ellen Daley , Brad Bortner

Summary

Market researchers often ask Forrester about how to precisely measure the market opportunity for their products among small office/home office (SOHO) buyers. The best approach? Disaggregate into five subgroups: consumers who work from home, formal telecommuters, part-time home-based businesses, full-time home-based businesses, and small businesses. Taking it one step further, market researchers planning qualitative or quantitative studies of the SOHO market must also follow these best practices: size the market, use age or number of employees when determining opportunity, split sample sources into consumer- and business-derived samples, and diversify sample quotas.

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