There is a lot of wonderful data that I can use to research markets. Market data can also challenge our view of what we think about a market or an industry. For instance, as an American and an iPhone user I might think that they are one of the more common phones (all my friends have one) but as you can see in this chart they are just a percentage of the worldwide market. Check the graph. What percentage is the iPhone market? (15 to 20 percent).