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01
Consumer Packaged Goods
Plan research around category experience, purchase responsibility and the product decision your team needs to make.
Category buyersHousehold decision-makersLoyalists and switchers
Explore audience & study options Industries & audiences
Start with the people who can answer your question.
A category name is only the beginning. Define the experience, decision involvement and market context your study needs, then agree how the audience will be sourced and screened.
Explore six sectors
Useful detail for your next study.
See audience examples, research questions, quality priorities, outputs and an illustrative plan for each area. Availability and responsibilities are agreed for your actual brief.
02
Healthcare
Separate patient, caregiver and professional audiences so recruitment criteria reflect the research question and agreed responsibilities.
PatientsCaregiversHealthcare professionals
Explore audience & study options 03
Technology and Durables
Distinguish consumer ownership from business decision involvement when planning software, device and durable-product research.
Owners and usersBusiness decision-makersConsiderers and switchers
Explore audience & study options 04
Financial Services
Plan banking, payments, insurance and fintech studies around product experience and the responsibility behind each decision.
Product usersConsiderers and switchersBusiness finance roles
Explore audience & study options 05
Retail and E-commerce
Define channels, categories and purchase stages before comparing shopping journeys, loyalty experiences and reported conversion barriers.
Recent buyersBrowsers and considerersLoyalty participants
Explore audience & study options 06
Media and Advertising
Align audience selection, creative exposure and measurement requirements before collecting campaign, message or content feedback.
Target consumersViewers and subscribersExposure groups
Explore audience & study options The difference is in the definition
Keep requirements and evidence connected.
A useful plan separates what has been requested from what has been confirmed. This avoids treating a broad profile label as proof of suitability.
Specified in the brief
What the study needs.
Markets, audience experience, must-have criteria, exclusions and the decision the research should support.
To confirm in screening
What a participant reports.
Relevant use, purchase recency, responsibilities and consistent answers to the agreed eligibility questions.
Validation to agree
What needs more evidence.
Specialist credentials, observed exposure or other claims that require an appropriate, explicitly agreed verification method.
Audience Fit Planner
A clear brief before a feasibility conversation.
Separate essential criteria from possible flexibility. Create a draft with sector-specific questions, missing details and a record of revisions made in this page.
Connect planning with delivery
Agree the audience, then agree how the work will run.
Bring the brief to the feasibility discussion. We can review source options, screening, quotas, configured quality controls, responsibilities and delivery formats before launch.