Niche Market research concentrating all marketing efforts with a small but particular and well defined segment in the population. Niches tend not to ‘exist’ but usually are ‘created’ by identifying needs, wants, and requirements that are being addressed poorly or certainly not by other companies, and developing in addition to delivering goods or services to fulfill them. As a method, niche marketing is aimed at being a big fish in a small pond as opposed to being a small fish in a big pond. Every product is usually defined by the market niche. The market is highly special, and aiming to survive on the list of competition from quite a few super companies.