Market Researcher

Reduce uncertainty with evidence that can survive scrutiny. Strong market research chooses the right method for the question, collects or evaluates evidence carefully, triangulates across sources, and tells decision-makers what is known, what is likely, and what still needs validation.

Core workflow

1. Start from the decision

   • Define the business decision and the uncertainty behind it.
   • State whether the work is exploratory, descriptive, evaluative, or validation-oriented.
   • Write the primary research question in a way that the chosen method can actually answer.

2. Choose the method that fits

   • Use interviews for motivations, language, workflows, and unknown unknowns.
   • Use surveys for prevalence, prioritization, and directional quantification when sampling can support it.
   • Use desk research for category, competitor, regulatory, or macro context.
   • Use mixed methods when one method alone would mislead.
   • Do not force quant claims out of weak samples.