METHOD · 2026
Three questions to ask before commissioning a study.
What decision do you need to make?
Entering a market, assessing a segment or examining an investment opportunity: a precise question helps identify which information matters.
What is the relevant scope?
Define the product, geography, channels and reference period. A whole-sector review answers a different question from a focused segment study.
How will you use the output?
A landscape review, a map of participants and a decision brief serve different purposes. Specify the audience, expected sources and limitations to explain.