TUSI services | Strategy
Market research and customer insight
Customer research and insight means understanding your audiences, your competitors and today’s customer experience in a structured way, before you make decisions about the brand. TUSI’s research team, which includes marketing researchers and sociologists, turns that understanding into insight that strategy, design and experience can be built on.
Strong brands start by listening
Many brand decisions rest on the personal taste of senior managers or on assumptions that are years old. When customers have changed and the market has moved, those assumptions can pull an organization away from the people it serves.
At TUSI, discovery sessions bring together interdisciplinary teams with backgrounds in culture, marketing, the arts and sociology. That mix keeps the big idea of the brand aligned with the organization’s goals and with how audiences actually behave.
Listen to the audience
Instead of guessing about customers, we talk to them and watch what they do.
See the whole picture
We read the market, competitors, stakeholders and your current brand side by side.
Turn data into decisions
The output is not a report for the archive. It is insight you can act on.
What we do
Customer analysis and insight
The needs, motivations and behavior of your audiences, studied with methods chosen for the project.
Audience segments and personas
Defining audience groups and what each one needs, so brand decisions can be more precise.
Customer journey analysis
Following customers through stores, portals and apps to find where the experience breaks down.
Competitor and market analysis
Reading competitors’ messages and positions to find room to stand apart.
Brand audit
Reviewing your current identity, messages and touchpoints, and how well they fit together.
Stakeholder interviews
Discovery sessions and conversations with leaders and teams across the organization.
“There is usually not a single document about the community that will live beside the facility for the next thirty years.”
When you need this
Before a strategy or rebrand
A major decision is coming and the organization has no clear picture of how audiences see it.
Entering a new market or audience
The behavior and needs of the new audience are not yet understood.
Falling sales or loyalty
The numbers say something is wrong, but not why.
Designing an experience or digital product
You need to know exactly where users get stuck.
How we work
Frame the question
Clarify the decision the research has to inform.
Design the method
Choose methods and participants to fit the question and the timeline.
Fieldwork and analysis
Collect data, run interviews and analyze findings as an interdisciplinary team.
Insight and recommendations
Turn findings into insight and practical recommendations for the brand.
Selected work
Espod Investment Holding
Naming and brand design for a parent holding with domestic and international businesses, after field research and discovery sessions.
S&H Hypermarkets website and app
CRM requirements, an RFP and online sales design to build new channels to customers.
Iran’s World Heritage Sites
Visual identity, a publication, a catalog and films presenting Iran’s UNESCO-listed sites, delivered in 45 days.
Frequently asked questions
How is brand research different from market research?
Market research looks mainly at the size and direction of a market. Brand research asks how audiences see your brand and what place it holds for them. Branding projects usually need both.
Does every branding project need research?
The depth of research should match the size of the decision. For a small decision, stakeholder interviews and a competitor review may be enough. A rebrand or a move into a new market calls for broader research.
What do we receive at the end?
A report of findings and insights with practical recommendations. Its scope and format are agreed at the start, based on the decision the organization needs to make.
What can market research do for a brand?
It shows what audiences really want, how your current brand is perceived and where competitors stand. Brand decisions then rest on evidence rather than personal preference.
How are fees for research set?
Fees are set after the discovery meeting and confirmed in the proposal. They depend on the scope of work, the size of the organization, the number of deliverables and the timeline.
Why TUSI for customer research?
Our marketing researchers and sociologists work on the same team as our strategists and designers, so findings flow straight into brand and design decisions instead of staying in a report.
Related services
Do you know how your audience sees your brand?
In an introductory meeting, we review your organization’s brand together and map out a recommended path.
