Market research allows you to:

• Be a customer-oriented company;
• Communicate more effectively with the consumer;
• Learn more about opportunities and risks;
• Make smart decisions;
• Reduce risk through concept testing;
• Be in trend.

The subject of research depends on your goals. We can make a portrait of the target audience, brand research, competitor research, product development, or marketing campaign evaluation.

For example, for buyer persona portrait, we define:

• Background — job, career path, family;
• Demographics — gender, age, income, location;
• Identifiers — demeanor and communication preferences;
• Goals — primary and secondary goals;
• Challenges — primary and secondary challenges;
• Internal qualifiers — needs, pain points, fears, biases, hopes, aspirations;
• External qualifiers — cultural constructs, trigger language, permissions;
• Behaviors — favorite brands and storytelling.

In our work, we use primary and secondary research. For primary research, we independently collect data from original sources. For secondary research, we use publicly available information from reports, newspapers, magazines, and online sources.

The research algorithm does not depend on its subject. In any case, we go through the following stages:

• Define the problem and purpose of the research;
• Determine research objects (market, consumers, competitors);
• Collect and analyze data;
• Transfer the results with crucial insights to the presentation.