RESEARCH & EVIDENCE
Market & consumer research
Know the market before committing resources. A market decision needs more than a collection of facts. Understand who buys, why they choose, how competitors compete and what would have to be true for your proposition to succeed. Descriptive can connect secondary evidence, customer research and commercial interpretation in one assignment.
Start with the decision you need to make.
A market decision needs more than a collection of facts. Understand who buys, why they choose, how competitors compete and what would have to be true for your proposition to succeed. Descriptive can connect secondary evidence, customer research and commercial interpretation in one assignment.
This service is for strategy teams, product leaders, investors and organizations assessing a new or existing market.
Questions the assignment can address
- Which customer groups have a problem worth solving?
- How is the market defined, and which segments are realistically accessible?
- What alternatives do customers use, and how do they compare value?
- What evidence would change the launch, positioning or investment decision?
How we approach the work
Define the category and geographic boundaries first. Review published evidence and its limitations, then use interviews, surveys, competitor research or concept testing to resolve the most consequential gaps. Distinguish total demand from reachable demand and stated interest from purchasing behaviour.
Market sizing is an estimate, not a guaranteed revenue forecast. We separate observed evidence from assumptions, show the basis for calculations and identify the variables most likely to change the conclusion. Where primary research is commissioned, the design should address who is included, who may be missed and how recruitment influences the results.
What your team receives
The scope defines the exact output, format and review criteria for each deliverable. Depending on the assignment, these can include:
- Market definition and source register
- Segment and customer profiles
- Competitor and channel assessment
- Market sizing with explicit assumptions
- Opportunity assessment and decision presentation
From brief to delivery
Share the requirement, intended users, existing information, deadline and any procurement instructions. We clarify the decision the work must support and agree the methodology or technical approach before execution. The proposal sets out the scope, workplan, review points, responsibilities and commercial terms.
During delivery, questions and dependencies are made visible so your team can resolve the decisions that need client input. Quality checks are built into the assignment rather than saved for a final presentation. Handover explains how to use the outputs, the limitations that remain and any support included in the engagement.
Planning an international assignment
For work spanning countries or distributed teams, agree the geographic scope, working language, collaboration hours and access requirements at the outset. Research recruitment, local field access, hosting locations and data-transfer arrangements may affect the delivery plan. These are confirmed for the assignment; the availability of a service page does not imply a physical office in every market.
What to send with your enquiry
- The problem, intended decision and people who will use the output.
- Existing reports, instruments, datasets or system documentation that can be shared appropriately.
- Required deliverables, formats, deadline and review process.
- Location, languages, data-access constraints and procurement requirements.
- A budget range, if available, and whether support after handover is required.
Can this be commissioned as a standalone assignment?
Yes. The scope can cover a specific output or connect to a wider programme. Share the material you already have and the work still required; the proposal will distinguish included tasks from dependencies and optional support.
How are the timeline and budget determined?
They depend on the scope, methods, access, volumes and delivery requirements. Provide your deadline and any budget parameters with the brief so the initial review can identify feasible options and material trade-offs.
Who owns the outputs and working files?
Ownership, licensing, permitted reuse, confidentiality and handover formats are agreed in the engagement terms. Identify any requirements for source code, scripts, raw data or editable files during scoping.
Let’s get to work
What does your organization
need to get done?
Tell us the challenge, send the TOR or describe the outcome you need. We’ll help define the right research, data, AI or digital capability to move it forward.