Guides

Start with the fundamentals.

Definitions, methods and examples: the concepts every study is built on.

Concept Testing: Methods, Questions and Examples

What is concept testing? Methods, example questions and how to run it, plus how to test concepts against what people actually buy instead of what they say.

Customer Journey: Phases, Touchpoints and Map

What is the customer journey? Phases, touchpoints, a journey map with template and example, plus how to reconstruct the real journey from behavior.

First-Party Data: What It Is, Types and Why It Wins

What is first-party data? How it differs from second-, third- and zero-party data, its types and examples, and why it wins after cookies.

Influencer Marketing: How It Works (Costs, KPIs, ROI)

How does influencer marketing work? Platforms, costs, KPIs and ROI, plus how to find the creators your audience actually watches.

Customer Retention: Instruments, Measures and Metrics

What is customer retention? Instruments, measures and the key metrics (churn rate, retention rate, CLV), plus how to spot churn early from behavior.

Market Analysis: Methods, Structure and Example

What is a market analysis? Methods, structure, an example and how to read demand and the market from real behavior instead of dated reports.

Market Segmentation: Criteria, Models and Examples

What is market segmentation? Criteria, models and an example, plus how to build segments from real behavior instead of assumptions.

SWOT Analysis: Definition, Template and Example

What is a SWOT analysis? The four fields, a template, an example, and how to ground opportunities and threats in real market data.

Competitive Analysis: Methods, Template and Example

What is competitive analysis? Methods (Porter, SWOT, benchmarking), a template and an example, plus how to analyze competitors on real customer data.

Target Audience Analysis: Methods, Example and Template

What is target audience analysis? Methods, criteria, personas and an example, plus how to define your audience from real behavior, not assumptions.

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