Research for the decision ahead
Start with what you need to learn. Explore research approaches for developing products, understanding customers and markets, or gathering feedback on experiences and opinions. Each use case explains the method, audience and deliverables.
Develop products and offers
Evaluate an idea, choose features, and understand how people respond to your offer.
Product testing
Evaluate product ideas, packaging and features with intended buyers.
Concept screening
Compare early concepts and decide which ideas to develop further.
Pricing research
Explore price expectations and responses to a proposed offer.
Conjoint and trade-off analysis
Understand choices between combinations of features and prices.
MaxDiff prioritization
Identify which features, benefits or messages matter most.
Understand markets and shoppers
Explore buying habits, audience differences and opportunities in a category.
Usage and attitude
Study category habits, occasions, brand choices and attitudes.
Segmentation and personas
Explore audience groups with different needs and behaviours.
Shopper and path to purchase
Trace purchase triggers, channel choices and shopping decisions.
Market sizing and landscape
Investigate category participation, purchase frequency and spending.
Measure brands and customer experiences
Evaluate communication, follow changes over time and understand customer feedback.
Brand tracking
Follow awareness, consideration and brand perceptions over time.
Ad testing
Evaluate creative concepts and message comprehension before a campaign.
Ad and campaign tracking
Study campaign recall, message takeout and brand response after exposure.
Customer satisfaction
Understand satisfaction and friction in recent customer experiences.
Churn and exit research
Ask former customers why they left and what could bring them back.
Explore experiences and opinions
Choose a method for deeper conversations, workplace feedback or public research.
Moderated interviews
Explore individual experiences through guided conversations and follow-up questions.
Employee surveys
Gather feedback on engagement, workplace culture and employee experience.
Political polling
Research voter priorities, opinions and attitudes.
Academic research
Plan participant recruitment and survey data collection for academic studies.
Social and civic research
Explore views on public services, social questions and everyday life.
Prepare your research brief
Define the decision, intended audience, markets and timeline before choosing a method. See how studies are designed in our case studies, or explore research options for India.
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