1.png){kind=small}
Product relevance
Explore needs, usage occasions and barriers to trial.
Consumer choices
Understand the choices behind everyday purchases.
Plan research around category experience, purchase responsibility and the product decision your team needs to make.
Start with the decision
Research that helps answer a specific question.
Choose the questions that matter to the business, then agree an approach and an audience that can answer them.
Pack and message
Compare understanding, appeal and expectations across proposed concepts.
Price and choice
Study reported trade-offs between brands, formats and prices.
Study approaches to discuss
- Usage and attitude studies
- Concept and packaging feedback
- Price and promotion research
- Brand and category tracking
Define who can answer
The right experience matters more than a broad label.
These are audience examples for planning. Availability, source permissions and eligibility are reviewed for the actual study.
Category buyers
Define purchase recency, frequency and relevant product categories.
Household decision-makers
Distinguish buyers, users and people influencing purchases.
Loyalists and switchers
Compare brand repertoires, switching experience and channel use.
Eligibility & quality
Make the qualification method explicit.
Agree what is self-reported, what the screener will check, and which requirements need additional evidence. Technical risk signals support the configured review process.
Relevant experience
Agree category definitions and a meaningful recall period.
Purchase involvement
Screen for the decision role the study requires.
Evidence level
Distinguish self-report from separately agreed purchase verification.
Product shipping, taste tests and physical testing require separate scope. Audience reach alone does not establish representativeness.
Read our survey quality approachAgree the handover
Know what your team will receive.
The proposal defines the work, responsibilities and delivery formats. Sample supply, programming, managed fieldwork and analysis can be scoped separately.
Outputs to include in the proposal
- Agreed audience and quota plan
- Reviewed screening and concept-exposure requirements
- Specified response files and comparisons
- Fieldwork and quality review notes
Progress with context
Agree a reporting cadence for qualification, quota movement, source performance, quality reviews and unresolved outcomes.
At close, reconcile accepted completes, documented exclusions and pending client decisions against the agreed rules.
Explore managed fieldworkIllustrative study plan
How this could work in practice.
A planning example, rather than a completed client project or a delivery commitment.
- The question
- Compare two packaging concepts before selecting a direction.
- The audience
- Recent category buyers with household purchase involvement.
- The approach
- Agree quotas, concept exposure and comparable evaluation questions.
- The handover
- Provide agreed comparisons, response files and review notes.
Resolve before launch
A stronger brief makes the next conversation useful.
- Which purchase occasions count?
- Who makes the final choice?
- Which brands and formats matter?
- Are physical products involved?
Separate essentials from flexibility.
Use the Audience Fit Planner to record mandatory criteria, possible alternatives and exclusions. Download a draft with open questions for the feasibility discussion.