How to use it
- Choose your main goal, for example entering a new market, launching a product, setting a price or understanding why customers leave.
- Select your business stage, for example an idea still being tested, a product about to launch or an established business.
- Choose the target group, such as consumers, businesses, the public sector or your own employees.
- Select your deadline, from a couple of weeks to a flexible timeline.
- Read the three recommendations and open their pages to compare contents and methods.
Formula and logic
The recommendation is based on a points system. Each of the 25 report types starts at zero, and every answer adds points to the types that suit it.
The goal carries the most weight, because it defines the decision. A goal such as entering a new market scores the market entry study, market sizing and competitor analysis; a pricing goal scores pricing research and conjoint-based studies. The business stage shifts the balance between pre-launch studies, such as concept tests and sizing, and studies of existing customers, such as satisfaction, brand health and segmentation. The target group adds points to B2B research for business buyers, to consumer and survey-based studies for the general public, and to procurement market consultations for public bodies. The deadline favours fast formats, such as desk research and digital market analysis, when time is short, and allows surveys and qualitative work when it is not.
The points are added up and the three highest-scoring report types are shown in order.
How to read the result
Treat the result as a shortlist rather than a verdict. Real projects often combine two or three of the recommended types: a market entry study, for instance, usually draws on desk research, sizing and a competitor review in one report. If the top three look similar, read the "when you need it" section on each page, which also explains when that type of report is not the right choice.
The finder does not know your budget, your existing data or the internal politics of the decision, all of which can change the best design. If a recommendation surprises you, that is useful in itself: it often means the goal can be framed in more than one way. The full list of options is on the report types page.
When you have a shortlist, describe your question in the proposal form. Mention which recommendations you found relevant, and we will reply with a design that fits your decision and timeline.
Frequently asked questions
Is the recommendation binding?
No. It is a starting point for thinking about the right study, not a commitment. You can request a proposal for any report type, or simply describe your question and let us suggest the design. The proposal always explains why a particular method was chosen and what the alternatives would add or leave out.
Why does the finder show three reports instead of one?
Because most business questions can be approached from more than one direction, and the best choice often depends on information the tool cannot see, such as the data you already have. Three options give you a sensible comparison without a long list. Their pages show the differences in methods, deliverables and timelines side by side.
What if none of the recommendations fits?
Then your question may be unusual, or may sit between two categories. Describe it in a few sentences in the proposal form: what you want to decide, who the target group is and when you need the answer. A custom design that combines elements from different report types is common and is what most of our projects look like in practice.
Can I change my answers and compare the results?
Yes. Change any answer and run the finder again to see how the recommendations shift. Trying a different goal or deadline is a quick way to see, for example, how a longer timeline opens up survey-based options that a tight deadline rules out, or how a B2B audience changes the mix of methods.
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