How Market Research Shapes a Successful Go-to-Market Strategy
- Jimena Calderon
- Jun 18
- 4 min read
Expanding into a new market is exciting—but it’s also risky.
For Canadian companies eyeing international growth, the stakes are high: unfamiliar competitors, cultural nuance, unclear demand signals, and shifting regulatory landscapes. In moments like this, hunches aren’t enough. You need data. You need structure. You need a go to market strategy grounded in rigorous market research.
In this article, we’ll show you why market research isn’t just a step in the process—it’s the foundation of confident, successful international expansion.
The Challenge: Entering New Markets Without Strategic Clarity
Many firms leap into new markets with good intentions and ambitious goals. But too often, they skip the hard questions:
Who exactly is the target client in this new geography?
Is our offering relevant and differentiated?
How large is the market—and how much of it can we realistically win?
Without answers, expansion efforts stall or backfire. Leadership ends up reacting to anecdotal feedback instead of leading with confidence.
What Makes a Market Entry Strategy Work?
A market entry strategy doesn’t begin with sales—it begins with understanding. Whether you're expanding across provinces or going global, the foundation of a successful go-to-market strategy is rigorous, relevant market research. Here are the essential components that make the difference between a scalable market entry and a costly misstep:
1. Market Size and Demand Potential
Before entering any market, you need to assess whether it’s worth entering at all.
Is the market large enough to justify investment?
What share of that market is realistically available to your firm?
How fast is it growing—and is that growth sustainable?
This isn’t just about surface-level stats. It’s about aligning your financial goals with market realities and identifying which segments are expanding versus contracting.
📌 Tactical Tip: Use a structured framework to ensure your revenue projections reflect actual market potential—not just wishful thinking.
2. Regulatory and Cultural Fit
The best business model on paper can fall flat if the market is misaligned with how you operate.
Are there licensing, compliance, or legal barriers to entry?
Do buyers in this region make purchasing decisions differently?
Are there cultural preferences or business etiquette norms that will affect how you communicate and sell?
Understanding these factors early helps avoid surprises later—especially when you’re building brand awareness from scratch.
📌 Tactical Tip: Interview local experts and consult databases like StatCan, the World Bank, or government trade portals to surface friction points and de-risk your entry.
3. Competitive and Channel Landscape
Your product/service might be world-class—but how does it compare to what’s already in the market?
Who are the established players you’ll be up against?
Are newer disruptors changing how services/products like yours are bought and delivered?
Which distribution and marketing channels dominate the space?
This part of market research helps you understand whether there’s real room to differentiate—or whether you'll need to break through a crowded field.
📌 Tactical Tip: Run a SWOT analysis for your firm and key competitors. Use the output to sharpen your positioning and avoid “me-too” messaging.
4. Customer Profile and Buying Behavior
Even in a large, growing market, targeting the wrong buyer persona can stall your growth.
Who are the actual decision-makers and influencers?
What are their top priorities, pain points, and success measures?
What language, platforms, and triggers influence their purchase decisions?
A common mistake in market entry is assuming that your current buyer personas transfer directly into the new market. Often, even small shifts in buying behavior can require rethinking your approach.
📌 Tactical Tip: Don’t just rely on firmographics. Layer in behavioral and psychographic insights to identify the best-fit customers who are ready to buy.
5. Channel Strategy and Positioning Alignment
Finally, your market research should clarify how you’ll reach customers and what you’ll say to earn their attention.
Which sales and marketing channels are most effective in this market?
What messaging themes will resonate based on local needs and competitors?
Do you have the resources and capabilities to execute in these channels consistently?
Your strategy must be realistic. Overcommitting to unfamiliar or high-effort channels can derail early momentum.
📌 Tactical Tip: Align your entry tactics to your existing strengths. Test small before scaling large—especially in unfamiliar markets.
Bottom Line: Market Research Is Strategy
You can’t outsource judgment—but you can equip your team with the clarity to make better decisions. The firms that succeed in new markets aren’t the ones with the loudest launch—they’re the ones who ask the right questions before the first dollar is spent.
That’s the real power of market research. It’s not an optional prelude to your go-to-market strategy—it’s the foundation that makes everything else work.
Use grants to offset research investment and accelerate execution.
Many Canadian firms don’t realize market research is fundable. Our clients often access support through:
CanExport – up to $50K for international market development
Ontario Together Fund – up to $5M for market diversification
Canada Job Grant – for sales enablement training
See our guide to 4 Powerful Grant Programs to Unlock Growth
Final Thought: Strategy Before Sales
Expanding into a new country or region isn’t just a sales challenge—it’s a strategy challenge. Market research is how you transform gut feel into guided action. It ensures your go to market strategy isn’t just a plan—it’s a playbook backed by real data.
Which Market Are You Looking to Win Next?
If international expansion is part of your growth strategy, the right move starts with the right insights.
ALTA’s Market Research for International Diversification program is designed leaders who want to de-risk global growth with clarity and confidence.
Let’s uncover your next opportunity—together.
👉 Book a Call to explore how we can support your market entry strategy.
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