What is "Acquisition Studies"?

How does marketing research support acquisition?

Market attractiveness

Research evaluates whether the target company operates in a growing, stable or declining market. Example: Is the target in a high-growth category (like plant-based foods) or a saturated one?

Brand equity assessment

Studies measure how strong the target company’s brand awareness, perception and loyalty are compared to competitors. This shows whether the acquiring company is buying a trusted brand or just capacity.

Customer base analysis

Research digs into who the target’s customers are, how loyal they are and whether they will stick around post-acquisition. Example: A beverage company may learn that the target’s customers are highly brand-loyal millennials – a valuable insight for integration.

Competitive landscape

Acquisition studies assess the competitive set: who the target competes with; how it is positioned in the marketplace; and  whether it has unique advantages (distribution channels, patents, niche appeal).

Synergy and growth potential

Research can identify opportunities for cross-selling, bundling or entering new markets by leveraging both companies’ assets. Example: If Company A has strong distribution in grocery, and Company B has strong products in natural food stores, the merger may unlock broader reach.

Risk identification

Marketing research can flag risks such as: weak customer loyalty; negative brand perceptions; and heavy reliance on discounts or single retail partners.