Ideally this is conducted with your Total Addressable Market, though alternatively you can conduct this among key sub-audiences.

This research helps to quantify and define current behaviors and usage of various products in your product space.

Ideally this research is conducted earlier in the product development lifecycle, before concept testing or feature prioritization phases.

This research helps inform feature development roadmaps by uncovering unmet needs, key behaviors, and competitors.

This research typically consists of several batteries and lines of questioning, with deep dives into specific behaviors and areas of interest.