Market and customer research that helps you decide
Choose research questions and methods, review the evidence and turn findings into useful recommendations.
25 min read · Updated Read guide: Market and customer research that helps you decideRESEARCH & INTELLIGENCE
Turn market and customer questions into evidence you can use.
LGM researches markets, customers, competitors and products to help with a business decision. We explain the methods, sources, findings and questions the evidence leaves open.
WHEN THIS HELPS
Evidence for the decision ahead.
For founders, marketing teams and product teams researching a market, product or campaign decision.
Intelligence here means evidence from permitted research and analysis. This is both our research capability and a service you can engage on its own.
Focus the study
Start with the decision you need to make and the questions that matter.
Use a suitable method
Use interviews, surveys, public sources or testing according to the question and budget.
Understand the evidence
See where findings come from, how strong they are and what remains uncertain.
Plan the next decision
Get recommendations tied to your original question, with priorities and open issues.
Make the question testable
Choose a suitable method, examine the evidence and explain what remains uncertain.
Question
Name the decision and what is unknown.
Method
Select sources, research and sample.
Evidence
Check quality, context and limitations.
Decision
Present findings and remaining questions.
Sources and limits
- Sources, dates and methods stay visible.
- Findings do not remove uncertainty or guarantee an outcome.
An example structure for the work. The agreed scope defines the actual stages, deliverables and responsibilities.
YOUR DELIVERABLES
What you may receive.
Deliverables and formats depend on the agreed scope.
- A study plan with the questions, method, audience and work included.
- Evidence and analysis with sources and appropriate protection for participant data.
- A report, presentation or dashboard suited to the people using the findings.
- Recommendations, unanswered questions and an agreed session to discuss the results.
Ways to work with us: Individual research projects; Regular research updates; Research for a launch or product.
COMMON USE CASES
Ways this can fit your work.
Assess a market-entry question
Examine a market, competitor offers and publicly available evidence before deciding what to investigate or launch.
Understand customer choices
Use suitable interviews, surveys or feedback analysis to explore needs, buying decisions and alternatives.
Test a product or campaign idea
Review a prototype, message or creative concept and document what the evidence supports, leaves uncertain or cannot answer.
HOW IT WORKS
From first discussion to handover.
- 01
Define the question
We agree the decision, assumptions and answers the study needs to explore.
- 02
Choose the method
We assess existing evidence, participant access, budget and timing, then explain the method and its limits.
- 03
Collect and analyse
We gather the agreed evidence, check sources and separate findings from interpretation.
- 04
Explain the findings
You get a report and recommendations that show what the evidence supports and what it does not.
INPUTS & ACCESS
What we need from your team.
Start with the decision you need to make and the questions still unanswered. Share previous research, market or product context, deadlines and practical limits. We agree the method, participant access, permissions and handling of information before collecting or reviewing data.
Agency fees are separate from media, creator, research, software and usage costs unless the proposal says otherwise. Please do not send passwords or sensitive records through the public enquiry form.
Project fit and scope boundaries
A good fit
- Teams deciding whether to enter a market or launch a product.
- Businesses that need customer, brand, competitor or campaign research.
- Organizations that need regular research updates or sourced reports.
What we do not offer
- Inventing evidence to support a claim decided in advance.
- Claims about a whole population when the study cannot support them.
- Generated survey answers presented as real participants, or unauthorized access to private information.
WHAT WE CAN DO
What your project can include.
The proposal confirms which services are included, the delivery dates and the cost. Open a section to see the detail.
01Market and competitor researchStudy the market, competitors and options open to your business.
- Market and industry landscape studies
- Opportunity and market-entry research
- Competitor product and positioning analysis
- Public-source pricing and advertising intelligence
- Sector reports and trend summaries
02Customer and audience researchLearn what customers need through interviews, surveys and feedback.
- Customer interviews and qualitative research
- Survey design and analysis
- Focus groups and moderated discussions
- Buying-journey and customer-needs research
- Customer feedback analysis
03Brand and public conversation researchExamine brand perceptions, media coverage and public conversations.
- Brand awareness and perception studies
- Reputation research
- Social listening and issue monitoring
- Media coverage analysis
- Message comprehension and positioning research
04Campaign effectivenessTest campaign ideas and assess what the results can tell you.
- Creative concept and advertising tests
- Campaign recall and effectiveness studies
- Marketing attribution assessments
- Incrementality study planning and analysis
- Marketing dashboards and measurement recommendations
05Product research and reportsUse research to guide product choices or create well-supported reports.
- Product discovery and demand validation
- User experience (UX) research and usability testing
- Prototype feedback studies
- Research reports and white papers
- Evidence-backed thought-leadership content
RELATED CAPABILITIES
When the project needs another skill.
You can engage this service alone. These capabilities may help when the work crosses into another area.
RIGHTS & RESPONSIBILITIES
Important boundaries for this work.
Findings, assumptions and limitations are reported separately. Public conversation is not automatically representative public opinion. Research does not guarantee market success, and information must come from permitted sources and methods.
COMMON QUESTIONS
Questions you may have.
Can we buy research without marketing services?
Yes. You can use the research with your own team, another supplier or a later project with us. There is no need to buy other services.
How do you choose the research method?
We start with your decision and questions. Then we consider available evidence, access to participants, timing and budget. The proposal explains the method and its limits.
Does social media sentiment measure public opinion?
Not by itself. It describes the conversations captured by the selected sources. Claims about a wider population need a study designed to support them.
Can you help us decide what to research?
Yes. An initial planning session or review can identify the decision, assumptions and priority questions before we plan the main study.
How do the findings help us act?
Recommendations relate to your original decision and show their evidence and limits. A results session can help your team agree priorities and questions that still need answers.
READ MORE
A closer look at the work.
DISCUSS A PROJECT
Discuss a research question Tell us what you’re working on.
We can discuss your project and explain how we can help.