Oilfield Market Research Process Guide
A complete eight-step process for conducting oilfield market research using Alberta public well data — from defining objectives to tracking results.
What This Guide Covers
Market research in the oilfield sector means using public data to understand who is drilling, where activity is happening, which operators are active, and where business opportunities exist. This guide walks through a repeatable eight-step process for conducting that research using Alberta public well data and practical tools.
The process works for oilfield service companies, suppliers, consultants, and sales teams. Each step includes instructions, practical examples, and references to related resources.
Process Overview
| Step | Action | Key Output |
|---|---|---|
| 1 | Define research objective | Clear research question and success criteria |
| 2 | Identify data sources | Data source list and access plan |
| 3 | Set up search criteria | Structured filters and parameters |
| 4 | Collect and organize data | Clean, organized dataset |
| 5 | Analyze patterns and signals | Insights and opportunity indicators |
| 6 | Qualify opportunities | Prioritized opportunity shortlist |
| 7 | Prepare outreach | Outreach-ready records with context |
| 8 | Track and measure | Results data and process refinements |
Step 1: Define Your Research Objective
Every research project starts with a clear question. Without a defined objective, you will collect data without direction and struggle to turn findings into action.
Common Research Objectives
| Objective | Research Question | Useful For |
|---|---|---|
| Territory identification | Which Alberta basins have the most activity for my service type? | New companies, territory expansion |
| Operator prospecting | Which operators in my territory are actively drilling or completing wells? | Sales teams, BDC teams |
| Market sizing | How many operators are active in my target region and what is their well count? | Business planning, investment decisions |
| Competitive analysis | Who are the top operators by well count in my target basin? | Strategy, partnership development |
| Opportunity tracking | What recent filing activity signals new business opportunities? | Prospecting, pipeline building |
Write your research objective as a single sentence. If you cannot state it clearly, refine it before proceeding. A vague objective produces vague results.
Step 2: Identify Data Sources
Alberta oilfield data comes from multiple sources. Knowing which sources to use and how they complement each other is essential for complete research.
Primary Data Sources
- AER ST37 Well Data: The primary dataset for Alberta well records. Contains well identifiers, operator names, status, location, drilling dates, and production data.
- AER Public Filings: Regulatory filings including licence applications, suspension notices, abandonment applications, and licence transfers.
- AER Operator Directory: Current list of licensed operators with contact information and licence counts.
Secondary Data Sources
- FracturingHub: Organizes AER data into searchable, filterable, and exportable formats with monitoring capabilities.
- Industry news and trade publications: Contextual information about operator strategies, market trends, and project announcements.
- Company websites and LinkedIn: Contact information, company size, service capabilities, and recent news.
- Municipal and provincial databases: Land use permits, environmental approvals, and infrastructure records.
For detailed guidance on AER data fields, see the AER ST37 well data guide. For an overview of data sources, see the data sources and methodology page.
Step 3: Set Up Search Criteria
Translate your research objective into specific search parameters. The more precise your criteria, the more focused and useful your results.
Search Criteria Framework
| Criterion | Options | Example |
|---|---|---|
| Geography | Province, basin, field centre, township, range | Montney basin, Grande Prairie field centre |
| Well Status | Active, inactive, suspended, abandoned, licence granted | Active wells only |
| Well Type | Oil, gas, oil sands, stratigraphic | Gas wells |
| Date Range | Licence date, spud date, completion date, status change date | Licences issued in last 12 months |
| Operator | Specific operator, operator size, licence count | Operators with 10+ licences |
| Formation | Target formation or zone | Montney, Duvernay, Cardium |
Start with broad criteria to understand the landscape, then narrow to focus on the most relevant results. Document your criteria so you can reproduce or adjust the search later.
Step 4: Collect and Organize Data
Execute your search and organize the results into a structured format. The goal is a clean dataset that is ready for analysis.
- Run your search: Execute the search with your defined criteria
- Review results: Scan the initial results to confirm they match your objective
- Adjust criteria: Refine filters if results are too broad or too narrow
- Export or save: Export the filtered results as CSV or save to your research platform
- Organize by category: Group results by basin, operator, well status, or priority
- Add research context: Include notes on why each record is relevant to your objective
- Flag gaps: Note any missing data or records that need additional research
Step 5: Analyze Patterns and Signals
With organized data in hand, look for patterns and signals that answer your research question and reveal opportunities.
Patterns to Look For
- Geographic clustering: Are wells concentrated in specific basins or field centres? High concentration indicates active markets.
- Operator concentration: Do a few operators dominate activity, or is the market fragmented? Fragmented markets may be easier to enter.
- Status distribution: What is the ratio of active to inactive wells? High inactive counts may signal reclamation or recompletion opportunities.
- Temporal trends: Is activity increasing, stable, or declining? Increasing activity indicates growing demand for services.
- Filing patterns: Are certain filing types clustering? Multiple abandonment filings in one region may signal an environmental services opportunity.
Signals That Indicate Opportunity
| Signal | What It Means | Service Fit |
|---|---|---|
| New licence applications | Operator planning to drill — services needed soon | Drilling, completion, frac, supplies |
| Reinstatement filings | Operator returning suspended wells to production | Workover, recompletion, maintenance |
| Licence transfers | New operator in region — building vendor relationships | All service types |
| High inactive well counts | Large inventory of offline wells | Environmental, reclamation, monitoring |
| Operator expansion into new basins | New market entry — new service relationships needed | All service types |
Step 6: Qualify Opportunities
Not every signal warrants immediate action. Qualify opportunities by assessing fit, timing, and potential value before prioritizing outreach.
Qualification Checklist
- Service fit: Does this operator's activity match the services or products you offer?
- Geographic fit: Can you serve this operator's operating area given your logistics and capacity?
- Timing: Is the opportunity near-term (drilling now) or longer-term (planned for next quarter)?
- Operator accessibility: Can you find contact information and identify the right person to approach?
- Competitive landscape: Are established vendors already serving this operator? What is your differentiation?
- Deal potential: Based on well count and activity level, what is the potential revenue or relationship value?
Assign a priority level (High, Medium, Low) to each qualified opportunity. Focus your outreach on High and Medium priority opportunities first.
For a structured qualification framework, see the opportunity research checklist.
Step 7: Prepare Outreach
With qualified opportunities in hand, prepare outreach materials and sequences. Research without outreach does not generate revenue.
- Research each operator: Understand their activity, well portfolio, and current situation before contacting
- Prepare a value proposition: Tailor your message to the operator's specific situation and needs
- Identify the right contact: Find the decision-maker or influencer for your service type
- Choose your channel: Phone, email, LinkedIn, or in-person depending on the operator and your relationship
- Schedule outreach blocks: Dedicate specific time blocks for prospecting calls and emails
- Prepare follow-up sequences: Plan 2 to 3 touchpoints for each prospect before moving on
For call planning guidance, see the sales call planning template. For export workflows, see the well data export workflow guide.
Step 8: Track and Measure
Track the results of your research and outreach to measure effectiveness and refine your process over time.
Metrics to Track
| Metric | What It Measures | Target |
|---|---|---|
| Research completed | Number of operators or wells researched | 10 to 20 per week |
| Opportunities identified | Number of qualified opportunities from research | 5 to 10 per research cycle |
| Outreach initiated | Number of first-touch contacts made | Match to opportunities identified |
| Response rate | Percentage of outreach that generates a response | Track and improve over time |
| Meetings booked | Number of discovery or follow-up meetings scheduled | Track and improve over time |
| Opportunities created | Number of active sales opportunities in pipeline | Track and improve over time |
Review your metrics monthly. Identify which research criteria produce the best opportunities and which outreach approaches generate the highest response rates. Use this data to refine your process.
Research Planning Template
Use this template to plan each research project before you begin.
Research Planning Template
| Research Objective: | [Single sentence stating what you want to learn] |
| Target Region: | [Basin, field centre, or geographic scope] |
| Target Operators: | [Operator type, size, or activity level] |
| Data Sources: | [AER, FracturingHub, industry news, other] |
| Search Criteria: | [Well status, type, date range, formation] |
| Time Budget: | [Hours allocated for this research project] |
| Success Criteria: | [What outcome defines success — e.g., 10 qualified opportunities] |
| Deadline: | [When research and initial outreach must be complete] |
| Assigned To: | [Team member responsible] |
Adapting the Process to Your Service Line
The eight-step process is constant, but the search criteria in step 5 and the qualification weighting in step 6 change with what you sell. A frac and pressure pumping company builds its criteria around recently spudded wells in unconventional plays like the Montney and Duvernay and weights timing heavily. A workover or production optimization company filters for active wells with declining production in Petrinex. An environmental and reclamation company filters for inactive, suspended, and abandoned wells and treats regulatory deadlines as the primary signal. Set these criteria deliberately using the well status interpretation guide, and run the per-well steps with the well research checklist.
Connecting the Process to Qualification and Outreach
Steps 6 and 7 — qualify and prepare outreach — are where the process pays off. Score each candidate operator with the account qualification framework, rank the survivors in the operator comparison matrix, and export the prioritized list with the well data export workflow guide. This keeps the transition from research to revenue disciplined rather than ad hoc.
Building a Repeatable Monitoring Loop
A one-time research cycle produces a snapshot; a monitoring loop produces a pipeline. Because AER ST37 is released monthly, set saved searches to flag new licences, status transitions, and new spuds after each release, and route those signals into the regulatory filing tracker template. Run a full eight-step cycle monthly and let the monitoring loop surface time-sensitive opportunities between cycles, so research becomes a continuous process rather than a periodic project.
Common Mistakes to Avoid
- Researching without an objective: Collecting data without a clear question leads to analysis paralysis
- Over-researching before outreach: Spending weeks on research without contacting a single prospect delays revenue
- Ignoring data quality: Public records can be incomplete or delayed. Cross-reference and verify when possible.
- Skipping qualification: Contacting every operator without qualifying fit wastes time and damages credibility
- Not tracking results: Without metrics, you cannot improve your process or justify the time investment
- Using only one data source: Combine regulatory data, industry news, and direct research for a complete picture
Additional Resources
For a complete research workflow, see Public Record Research Workflow. For research checklists, see the opportunity research checklist. For AER data guidance, see the AER ST37 well data guide. For research summary documentation, use the research summary template.
Explore FracturingHub features for search, monitoring, and export capabilities. Check pricing and plans or visit the how it works page. Browse the resources page for more templates and guides.
Frequently Asked Questions
How long does a complete research cycle take?
A focused research project typically takes 4 to 8 hours for initial research and qualification. Outreach preparation adds another 2 to 4 hours. The time varies based on the number of operators, data complexity, and your familiarity with the tools.
Can I skip steps if I have experience?
Experienced researchers may combine or streamline steps, but skipping steps entirely often leads to missed opportunities or unfocused outreach. At minimum, define your objective and qualify opportunities before contacting anyone.
What if my research produces no qualified opportunities?
Broaden your criteria: expand to adjacent basins, consider different well statuses, or review smaller operators. Research is iterative — the first attempt rarely produces perfect results. Adjust and try again.
How do I balance research time with outreach time?
A common split is 30% research and 70% outreach. Dedicate specific blocks for each activity. Avoid mixing research and outreach in the same session — it reduces efficiency in both.
Can FracturingHub handle the entire research process?
FracturingHub supports steps 2 through 7 of this process: data sourcing, search, collection, analysis, qualification, and export for outreach. Steps 1 (objective definition) and 8 (results tracking) are managed by you and your team.
How often should I run a full research cycle?
Run a full cycle monthly for ongoing prospecting. Run additional cycles when entering a new market, launching a new service, or responding to a significant change in market activity. Weekly monitoring between cycles keeps your pipeline current.
What is the first step of the research process?
Step 1 is defining a clear objective — a single sentence stating what you want to learn, such as 'identify operators running completion programs in the Montney this quarter.' A precise objective drives every later decision about data sources, search criteria, and qualification, and prevents unfocused data collection.
Which data sources should I use in step 2?
Start with AER ST37 for well and operator records and Petrinex for production, since both are free and authoritative. Layer in industry news and company websites for context. See the Alberta oilfield data sources directory for the full list and how each source fits the workflow.
How do I set search criteria for a frac company?
Filter for recently spudded and drilling wells in unconventional formations like the Montney and Duvernay, weight lateral length and spud recency, and prioritize operators with active drilling programs. Timing is your dominant criterion because completion work happens in a narrow window after drilling.
How do I qualify opportunities in step 6?
Score each operator on activity, service fit, accessibility, and timing using the account qualification framework, then rank them in the operator comparison matrix. Qualification converts a long list of wells into a short, prioritized list of accounts worth contacting.
How much time should I spend on research versus outreach?
A common split is about 30% research and 70% outreach. Over-researching delays revenue; under-researching produces unfocused outreach. Set a time budget in step 1 and stop researching once you have enough qualified opportunities to fill your outreach capacity.
What should I do if a cycle produces no qualified opportunities?
Broaden the criteria: expand to adjacent basins, include additional well statuses, or consider smaller operators. Research is iterative, and the first pass rarely produces perfect results. Adjust the criteria set in step 5 and re-run rather than abandoning the objective.
How do I track results in step 8?
Log response rates, meetings booked, and opportunities created against each research cycle. These metrics tell you which criteria and territories produce the best return, so you can refine step 5 next time. Without results tracking you cannot improve the process or justify the time invested.
Can the process be used across multiple provinces?
Yes. The eight steps are jurisdiction-agnostic. Substitute the BC Energy Regulator or Saskatchewan's regulator for AER data, and map each jurisdiction's status codes to your service categories separately. Keep cross-border research in distinct cycles because regulatory definitions differ.
How does monitoring differ from a full research cycle?
A full cycle works through all eight steps to build a fresh pipeline. Monitoring is a lightweight loop between cycles that watches saved searches for new licences, status transitions, and spuds, feeding time-sensitive signals into your filing tracker. Together they keep the pipeline both comprehensive and current.
Where does the research summary fit in the process?
The research summary sits at the end of step 7, condensing your findings on each qualified operator into a concise, outreach-ready brief. It ensures the first conversation references the operator's specific wells, formations, and status changes rather than generic capability statements.
Explore More Resources
This page provides general educational information from FracturingHub. It is not a substitute for professional training, engineering review, regulatory guidance, or site-specific safety instruction. Always confirm requirements with qualified professionals and follow local regulations, site procedures, and safety standards.