I research before you make a decision.

I have started a business and made the most expensive mistake: confusing interest with demand. An idea can be liked, attract attention and still have no market.

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That experience led me to develop a framework to research markets, audiences and categories. To understand what is happening before you invest time and money in the wrong direction.

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I've written a playbook with it. Check it out here.

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What I research:

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• Markets and categories

• Audiences and behaviour

• Competitors and alternatives

• Demand and opportunities

• New products and markets

• Positioning and perception