In order to understand the dynamics of the market or category to which your brand/product is addressing, it is research that comprehensively deals with many subjects such as the target audience's lifestyle, purchasing habits, usage habits, media consumption, attitudes towards the product/brand, barriers/motivations. They are used both at the market entry stage, for growth and for product & brand expansion purposes, as they handle the market and competition from a multi-faceted perspective.

For brands operating in different sectors, face-to-face, telephone or online research methods are used.

In segmentation research, customers; It is divided into subgroups that are similar to each other in terms of demographic, geographical, behavioral or attitudinal such as purchasing/use behaviors, psycho-graphic characteristics such as values and/or lifestyle, and differ from others, and actions to be taken on the basis of these groups are planned. For example, segments such as quality-oriented, technology-oriented, price/performance-oriented may emerge in terms of purchasing behaviors.

The data collected with valid and reliable scales on different subjects that can be the basis for segmentation are correlated with each other and the results are analyzed and converted into insights. Thus, different approaches are developed in strategic elements such as communication, customer experience processes, and value proposition for target audiences, and KPIs such as loyalty and profit are optimized.

In these studies, which are carried out in order to evaluate the image and perception, which are an important element in the preference of the products and services of the companies, in the eyes of the customer, it is aimed to obtain information on what the brand image is, the strengths and developmental aspects of the brand, and the perceived personality of the brand. In addition, positioning in the market is revealed by examining the competitive elements that are similar and different from the competitors.

Insights obtained from the study are used to reveal the areas that need to be worked primarily on the right branding strategies, advertising and marketing strategies, and brand promises.