Define the question before collecting names
Course overview · 4 min reading + 12 min practice, estimated
Principles and method
A market map should answer a decision question: where to search, whether a brief is realistic or which capabilities transfer. Define the unit of analysis, geography, role family and observation period. Company counts, profile counts and available candidates are different things. A public profile does not establish willingness to move. Write inclusion and exclusion rules that another researcher can apply. Begin with a small test sample to expose ambiguous definitions before collecting hundreds of records. Avoid protected characteristics or personal-life assumptions as segmentation criteria.
Worked example
A fictional search asks where UK-based traceability leaders work. The map includes organisations operating regulated production systems, then checks role responsibilities. It does not equate every employee at those companies with an eligible candidate.
Put it into practice
Write a mapping question and rules for a fictional maintenance leadership search.
Use fictional information and keep your work in your own notes.
Compare your approach: self-review guidance
Specify the decision, unit and scope. Include one borderline organisation and explain how to resolve it. A useful map can say what is outside its coverage without claiming the remaining market is exhaustive.
Sources and further reading
Original Academy teaching and fictional examples. These references provide context, not endorsement. Edition 2026.09; updated 2026-09-24.
- CIPD: Recruitment
Professional context for the recruitment lifecycle.
- ICO: Recruitment and selection
UK guidance. Check its current status and updates before implementation.