Start with the decision, not the data
An emerging-market assessment is most useful when it starts with a specific business decision. Define the offering, the customer, the geographic scope, and the investment question before collecting information. This keeps a promising headline from being mistaken for a viable opportunity.
Separate market potential from reachable demand
A large addressable market is not the same as demand that your business can serve. Consider distribution, purchasing power, regulatory requirements, and local alternatives. Build scenarios around explicit assumptions rather than treating a single forecast as certainty.
Combine evidence with local context
Published data can provide a starting point, while interviews with customers and industry participants can reveal practical constraints. Compare sources, document limitations, and make clear which conclusions are strongly supported and which still need testing.