Evidence · Service 02
Customer and Competitor Research
Find out who your customers actually are and what your competitors are actually doing.
The situation
Why this is harder here.
Two of the three commonly used digital reach measures in this market are larger than the population. A segment model built on those bases counts the same person once per SIM and once per account. Segmentation here fails on the denominator before it fails on the method, so the denominator is where we start.
What we do
The method, step by step.
- Define the segmentation variables before any data is collected, and write down what would falsify each one.
- Build the sampling frame with nationality group and length of residence as primary quota variables, and age and gender set under them.
- Field the study in the language the respondent searches in, with the fieldwork language printed on the cover.
- Size each segment against a named, dated denominator.
- Map the competitor set by what they publish, what they price, and what they claim.
- Write one battlecard per priority competitor, usable by a salesperson in a live call.
What you receive
Named documents, agreed before we start.
| Deliverable | Format | Extent | Appendix |
|---|---|---|---|
| Segment model and sizing | PDF plus workbook | 20 to 28 pages | Quota table, weighting scheme, margin of error |
| Competitor landscape | 16 to 24 pages | Source list per competitor with retrieval dates | |
| Battlecards | PDF, one per competitor | 2 pages each | What is claimed, what is checkable, and what rests on the claimant's word |
| Win loss report | 12 to 18 pages | Discussion guide, respondent screen |
How this engagement is scoped
Fieldwork runs on disclosure. We approach a competitor in our own name and state the purpose of the call. Respondents speak from their own recollection and from material they are free to share, and anything held inside an employer's account, dashboard, or CRM stays inside it. Battlecards describe companies, roles, and published positions, and every line traces to a source you can open.
Questions this answers
If you are asking these, this is the service.
- Who is actually buying, and how many of them are there against a denominator I can defend?
- Which segments are worth serving and which are worth declining?
- What do we lose to, and for what stated reason?
- Which competitor claims rest on the claimant's word alone?
- What would make this segmentation wrong in a year?
Tell us the question.
If desk research answers your question in three weeks, we will tell you that in writing. Send us the question and we will scope the work it takes to answer it properly.
Office No. 1101-393
The Offices at Ibn Battuta Gate
Jabal Ali First, Dubai, United Arab Emirates
We reply within one UAE business day.