Whom to sell to and which segment to start with
Your product may suit different customers. Research shows who needs it most and where it is easier to begin.
Marketing
Market, competitor and customer research
We study the market, competitors and your customers so you can make a specific decision based on facts rather than guesses: whom to sell to, how to stand out or whether to launch a new product. First, we agree the decision you need to make, then collect the data that will help you make it.
What market, competitor and customer research means at Eqvola
This is the collection and analysis of market, competitor and customer information for a specific business decision. We formulate the questions, choose methods, collect data and turn it into actionable conclusions.
For a specific decision, not “everything about the market”. Collecting everything takes time, costs money and is rarely useful. Your question therefore determines the research scope.
We choose methods to suit the question. Some tasks need only public sources; others require customer conversations or surveys.
We state limitations clearly. The report identifies data sources, the number of people surveyed and where conclusions should be treated more cautiously.
Competitor data comes only from public sources: websites, ads, published prices and terms, reviews and public materials. No questionable methods.
Findings support decisions but do not guarantee outcomes. Research reduces guesswork. The result of the decision also depends on how it is implemented.
Which decisions research can support
How to stand out from competitors
When everyone promises “quality and service”, choosing is difficult. We examine other offers and where you have a genuine difference.
Whether to launch a new product or business line
Before launch, it helps to check whether a need exists, who already meets it and on what terms.
Why customers choose others or do not return
Customers themselves can answer this most accurately. We talk to them and look for patterns.
How to present your price against alternatives
We compare what competitors offer, at what price, and how customers judge the difference. This is better than pricing something simply because “a competitor charges that”.
You may need something else
Need to assess your current promotion → Marketing audit
Planning to enter another country's market → Marketing support for entering new markets
The decision is made; you need an action plan → Marketing strategy development
What we research
The market: how it works, who the main players are, what is changing and which trends may affect your business.
Competitors: their offers, terms and public prices, how they communicate and which channels they use.
We assess strengths and weaknesses from the customer's perspective rather than our own impressions.
Customers
What customers need, how they choose, what holds them back, and how they search and buy. Where needed, we segment them by differing needs.
We choose the scope to fit the decision: research can cover only competitors or a single customer segment.
How we collect data
We often combine methods: public sources provide a market overview, while interviews explain why customers behave as they do.
Public-source analysis
Competitor websites and ads, published prices, reviews, public reports and industry materials. Suitable for quickly understanding the market and competing offers. Limitation: it does not reveal customer motivations or unpublished information.
Customer interviews
Conversations with existing or potential customers following an agreed question guide. Suitable for understanding reasons for choosing, doubts and expectations. Limitation: the sample is small, so findings show patterns rather than precise market shares.
Surveys
A questionnaire for a wider audience. Suitable for checking how common the views heard in interviews are. Limitation: the result depends on whom and how we ask.
Analysis of your data
Enquiries, CRM records, sales history, reviews and customer questions, where available. Suitable for identifying who already buys and what can be learned. Limitation: it covers only people who have already come to you.
What you receive
Findings for your decision
Answers to the original questions, with an explanation of the evidence behind them.
Customer segments and selection criteria
Who your customers are, how their needs differ and what matters to each group when choosing.
A map of competing offers
Who offers what, on which terms, and how they communicate it. This reveals where similar promises crowd the market and where space remains.
Recommendations for next steps
Actions arising from the findings: what to change in the offer, whom to focus on and what to investigate further.
Methodology and limitations
The methods used, number of respondents, sources consulted and areas where findings need deeper verification.
Research does not include strategy development or changes to the offer. Those are subsequent steps you can take independently or with Eqvola.
HOW WE WORK
How research works
- 01
The decision and research questions
We discuss the decision you need to make and what is already known. We define the questions to answer. Deliverable: an agreed list of questions.
- 02
Methodology and sample
We select methods, sources, respondent numbers and profiles. Deliverable: a research plan for your approval and a cost estimate.
- 03
Data collection
We analyse sources and conduct interviews or surveys. Deliverable: data collected using the agreed methodology.
- 04
Analysis
We look for patterns, compare sources and test conclusions. Deliverable: findings with explanations of their evidence base.
- 05
Report and review
We deliver the report and review the findings and recommendations together. Deliverable: an understanding of what the data means for your decision.
Meet the team
What we need from you
- the decision you want to make and what you already know about the market and customers;
- competitors you know of, even if the list is incomplete;
- access to customers for interviews, if that method is selected: contact details of people who agreed to a conversation;
- enquiry, sales and review data, where available;
- one person to approve questions and methodology.
Research formats and pricing
One question or comprehensive research
Research into a single question, such as competitor analysis alone or interviews with one customer segment.
Comprehensive research: market, competitors and customers together, using several methods.
What determines the cost
- the number of methods;
- the number of respondents;
- the number of competitors and segments;
- the research markets and languages.
What is paid for separately
Respondent incentives, paid survey panels and databases, if needed. We agree these costs in advance.
Discuss researchFAQ
Market, competitor and customer research questions
Can’t find your question?
Send it through the form and we will reply.
Go to formCan you research just one segment?
Yes. We define the scope around the decision. If one customer group interests you, we focus on it, making the research faster and more detailed.
Where do you get competitor data?
Only from public, lawful sources: websites, advertising, published prices and terms, reviews and public materials. If information is not publicly available, we state that in the report.
How reliable are findings from a small number of respondents?
Interviews with a small group reveal reasons and patterns well, but not precise proportions. The report identifies findings based on a few conversations and suggests broader validation, such as a survey.
How does research differ from a marketing audit?
An audit assesses your current promotion: ads, website, content and data. Research looks outward at the market, competitors and customers. If your question is what is wrong with your channels, an audit is more appropriate. Marketing auditAll questions and answers
What to do with research findings
The findings are ready. The next step depends on the decision you make. You do not have to continue working with us.
Marketing strategy development Turn findings into a plan: whom to offer what, where and in what order.
Developing and repackaging your commercial offer Change what you offer and how you present it, based on what matters to customers.
Marketing support for entering new markets If the research covered another market and you decide to enter it.
Marketing · group 01
Marketing management and strategy
- Full-service marketing
- Outsourced marketing director
- Marketing audit
- Market, competitor and customer research
- Marketing strategy development
- Developing and repackaging your commercial offer
- Marketing launches for products and new business areas
YOUR NEXT STEP
Let’s discuss your task
Tell us what you have, what is not working and what result you expect. We will review your enquiry, clarify the details and suggest the next step.