Market
research

Direct Insights From Real Consumers

Field research is the stage where we move beyond theory and data sources and engage directly with real people. Our goal is to deeply understand the consumers who will ultimately interact with the product or service. At this point, we explore their motivations, emotional drivers, habits, expectations, and the values that shape their decisions.

This research combines both quantitative and qualitative approaches, allowing us to capture the full picture: measurable patterns at scale, as well as the personal, emotional, and contextual nuances behind those patterns. We use a wide range of validated research tools to collect firsthand insights, ensuring our decisions are based on real consumer behavior, not assumptions.

Through structured studies, guided conversations, and direct observation, we learn how people think, how they behave in real situations, and which factors influence their choices. These findings help us define the real needs of the target audience, identify barriers and opportunities, and validate the direction of the brand or product concept.

This stage includes:

a) Online panels — large-scale quantitative surveys that help measure consumer attitudes, preferences, behaviors, and segmentation patterns.
b) Observation — real-world or digital observation of consumer behavior to understand how people naturally interact with products, services, or environments.
c) In-depth interviews & focus groups — qualitative sessions that uncover deeper motivations, emotional triggers, unmet needs, and expectations through guided conversations with individual consumers or groups.

Comprehensive Evaluation of the Brand’s Current State

Brand audit is a thorough assessment of how the brand performs today — visually, strategically, and competitively. At this stage, we examine whether the brand’s communication, design language, and overall market presence align with current industry trends, consumer expectations, and business goals.

We evaluate the brand’s strengths and weaknesses, identify gaps in positioning, and uncover elements that may need refinement or complete redesign. This process helps determine whether the brand is consistent, relevant, and competitive within its category.

Our audit includes a deep look at the brand’s visual identity, messaging, tone of voice, marketing activities, and how effectively these elements work together. We compare the brand against direct competitors and broader category benchmarks to understand its place in the market and pinpoint opportunities for improvement or repositioning.

This stage includes:

a) Graphical comparative analysis — a detailed visual review comparing the brand’s identity (logo, color palette, typography, packaging, communication materials) with competitors and category standards to assess aesthetic relevance, differentiation, and consistency.

b) Marketing analysis of the brand — evaluation of the brand’s communication strategies, messaging, positioning, consumer perception, and overall marketing effectiveness, including alignment with current trends and customer needs.

Validating Concepts Through Real Consumer Feedback

Even the strongest creative concept must prove its effectiveness in the eyes of the consumer. At this stage, we evaluate how well the developed strategy, design, or communication resonates with real audiences. Our goal is to identify which ideas truly connect, which elements are clear and engaging, and what may need refinement before implementation.

We test not only comprehension, but also emotional response, memorability, visual clarity, and overall appeal. Effective communication should be instantly understandable and positively received — and this phase allows us to verify that. By gathering direct feedback from target users, we ensure that the final solution is both strategically sound and consumer-validated.

To achieve this, we apply modern qualitative and quantitative research methods that show how people perceive the idea, what associations it triggers, and how strongly it aligns with their needs and expectations. This helps us select the most impactful concept and refine it with confidence.

This stage includes:

a) Focus groups — guided group discussions that reveal emotional reactions, opinions, preferences, and the reasoning behind them.
b) Express surveys — quick, large-sample quantitative checks that measure clarity, appeal, and consumer preference among concepts.
c) Semantic analysis — interpretation of language, associations, and emotional tone used by respondents to understand deeper meaning and cognitive framing.
d) Eye-tracking — visual attention measurement using specialized tools that show what consumers notice first, what they ignore, and how they scan the design or communication.