# Available Market Research Skills in the PM Skills Marketplace > Discover 7 market research skills in the PM Skills Marketplace including user segmentation, personas, and competitor analysis. Find detailed specs in the phuryn/pm-skills repository. - Repository: [Pawel Huryn/pm-skills](https://github.com/phuryn/pm-skills) - Tags: api-reference - Published: 2026-06-21 --- **The PM Skills Marketplace provides seven specialized market research skills—user segmentation, user personas, sentiment analysis, market sizing, market segments, customer journey mapping, and competitor analysis—each defined as self-contained Markdown specifications in the `pm-market-research/skills` directory.** The phuryn/pm-skills repository organizes reusable AI prompts as "skills" that product managers invoke via CLI commands. These market research capabilities are stored as structured Markdown files containing front-matter metadata, step-by-step reasoning instructions, and output format specifications. Each skill follows a consistent architectural pattern that ensures reproducible, high-quality research outputs when executed by the PM Toolkit runner. ## What Are Market Research Skills in the PM Skills Marketplace? Market research skills in this ecosystem are **front-matter-driven Markdown specifications** located under `pm-market-research/skills/`. Unlike traditional code libraries, these skills define LLM behavior through structured prompts that guide the model through specific analytical workflows. Each file contains a complete specification including the skill's purpose, required input parameters, sequential reasoning steps, and expected output format. The skills are designed to be **invoked by commands** such as `/research-users` or called individually via identifiers like `user-personas`. When executed, the PM Toolkit substitutes `$ARGUMENTS` placeholders with user-provided data and feeds the completed prompt to the underlying language model. ## The Seven Core Market Research Skills The `pm-market-research/skills` directory contains seven distinct analytical capabilities designed for comprehensive market intelligence: ### User Segmentation **Skill ID:** `user-segmentation` **Source:** [`pm-market-research/skills/user-segmentation/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/skills/user-segmentation/SKILL.md) This skill breaks a user base into **three or more behavioral segments** based on jobs-to-be-done (JTBD), motivations, and unmet needs. It processes raw feedback data to identify distinct cohorts that share common behavioral patterns, enabling targeted product development. ### User Personas **Skill ID:** `user-personas` **Source:** [`pm-market-research/skills/user-personas/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/skills/user-personas/SKILL.md) Generates **three detailed personas** including demographics, JTBD analysis, pain points, gains, and unexpected insights. This skill creates actionable representative profiles that align product teams on who they are building for. ### Sentiment Analysis **Skill ID:** `sentiment-analysis` **Source:** [`pm-market-research/skills/sentiment-analysis/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/skills/sentiment-analysis/SKILL.md) Runs **sentiment scoring** on feedback data, clusters results into segments, and surfaces actionable recommendations. This skill transforms unstructured qualitative data into quantified emotional metrics with segment-specific insights. ### Market Sizing **Skill ID:** `market-sizing` **Source:** [`pm-market-research/skills/market-sizing/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/skills/market-sizing/SKILL.md) Estimates **TAM, SAM, and SOM** using top-down and bottom-up approaches. The skill includes growth projections and explicit assumption mapping, providing defensible market opportunity calculations for business cases. ### Market Segments **Skill ID:** `market-segments` **Source:** [`pm-market-research/skills/market-segments/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/skills/market-segments/SKILL.md) Identifies **three to five target customer segments**, describing demographics, JTBD, pain points, and product-fit analysis. This skill focuses on high-level market stratification rather than behavioral micro-segmentation. ### Customer Journey Map **Skill ID:** `customer-journey-map` **Source:** [`pm-market-research/skills/customer-journey-map/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/skills/customer-journey-map/SKILL.md) Maps the **end-to-end user journey** from awareness through advocacy, documenting touch-points, emotional states, pain points, and optimization opportunities. This skill produces visual journey documentation suitable for stakeholder presentations. ### Competitor Analysis **Skill ID:** `competitor-analysis` **Source:** [`pm-market-research/skills/competitor-analysis/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/skills/competitor-analysis/SKILL.md) Produces a **competitive landscape brief** analyzing five direct rivals, their strengths and weaknesses, and differentiation opportunities. This skill structures competitive intelligence into actionable strategic insights. ## How Market Research Skills Are Architected All seven skills follow a **common architectural pattern** defined in their respective [`SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/SKILL.md) files: 1. **Front-matter metadata** (`name`, `description`) – Used by the toolkit to discover and catalogue the skill in the marketplace. 2. **Purpose & Instructions** – A concise narrative defining the LLM role (e.g., "strategic market analyst"). 3. **Input definition** – Placeholder `$ARGUMENTS` that the command replaces with user queries or data payloads. 4. **Step-by-step "Think" section** – Forces sequential reasoning to improve output reproducibility and analytical depth. 5. **Output structure** – A markdown table or bullet list defining the expected response format. 6. **Best-practice tips & Further Reading** – Curated links to product management learning resources. ## How to Invoke Market Research Skills You can invoke these skills through **high-level orchestration commands** or **individual skill calls**. The PM Toolkit substitutes `$ARGUMENTS` with your provided input when executing. ### Orchestrated Research Workflows Use the `/research-users` command to run multiple skills simultaneously. This command is defined in [`pm-market-research/commands/research-users.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/commands/research-users.md) and orchestrates personas, segmentation, and journey mapping into a unified report: ```markdown /research-users /research-users B2B project-management platform – want insight into agency users ``` ### Individual Skill Invocations For targeted analysis, call specific skills directly with quoted arguments: ```markdown user-personas "Upload survey CSV for our new SaaS product" user-segmentation "Feedback from 200 NPS responses on Feature X" /sentiment-analysis "Review data exported from Trustpilot" /market-sizing "Estimate TAM for AI-augmented analytics tools in North America" /market-segments "Identify target segments for a low-code BPM platform" /customer-journey-map "Map onboarding flow for new enterprise customers" /competitor-analysis "Analyse competitors for our IoT device management SaaS" ``` ### Command Wrappers The marketplace also provides **command wrappers** that bundle individual skills for specific workflows: - [`pm-market-research/commands/competitive-analysis.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/commands/competitive-analysis.md) – Wraps the competitor-analysis skill - [`pm-market-research/commands/analyze-feedback.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/commands/analyze-feedback.md) – Wraps sentiment-analysis and segmentation ## Summary The phuryn/pm-skills repository provides seven market research skills organized under `pm-market-research/skills/`: - **user-segmentation** – Behavioral segmentation based on JTBD and motivations - **user-personas** – Detailed persona generation with demographics and insights - **sentiment-analysis** – Quantified sentiment scoring with segment clustering - **market-sizing** – TAM/SAM/SOM estimation with assumption mapping - **market-segments** – High-level target segment identification - **customer-journey-map** – End-to-end journey visualization - **competitor-analysis** – Five-competitor landscape analysis Each skill follows a standardized Markdown architecture with front-matter metadata, reasoning steps, and output specifications, accessible via orchestrated commands like `/research-users` or individual skill invocations. ## Frequently Asked Questions ### What is the PM Skills Marketplace? The PM Skills Marketplace is the skill distribution system within the phuryn/pm-skills repository that organizes reusable AI prompts as Markdown-based specifications. It functions as a catalogue where product managers can discover and invoke pre-built analytical capabilities for market research, strategy, and product development tasks. ### How does the /research-users command work? The `/research-users` command, defined in [`pm-market-research/commands/research-users.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/commands/research-users.md), orchestrates multiple market research skills—including user-personas, user-segmentation, and customer-journey-map—to produce a comprehensive research report. When invoked, it sequences these skills and aggregates their outputs into a unified analysis of your user base. ### What file format are skills stored in? Skills are stored as **Markdown files** with YAML front-matter (typically named [`SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/SKILL.md)) located in domain-specific directories like `pm-market-research/skills/`. Each file contains metadata headers, purpose instructions, input specifications using `$ARGUMENTS` placeholders, step-by-step reasoning sections, and output format templates. ### Can I combine multiple market research skills? Yes, you can combine skills using the **command orchestration** system. The repository includes wrapper commands such as `analyze-feedback` (combining sentiment-analysis and segmentation) and `research-users` (combining personas, segmentation, and journey mapping). You can also create custom scripts that chain individual skill invocations together for bespoke research workflows.