market understanding

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market understanding

To market effectively, you need to first understand who you are marketing to: which customers you can most reliably target, how to effectively fine-tune your targeting; how to identify any key drivers; and how to uncover any barriers to certain categories.


Gaining an in-depth understanding of your market enables us to guide your brand promotions, as well as identify exciting white space opportunities for the future.


At PLAY, this is one of our favourite things to do.


We love gaining an in-depth understanding of your market and category, and we use a range of qualitative and quantitative techniques  to understand the why, when, where, what, how and, importantly, the why not drivers of your category.

why PLAY with us?


We can segment your market to help you: understand usage and attitudes, determine who to target, plan your portfolio, identify whitespace opportunities and pull-out any drivers and barriers. Our segmentations are intuitive; which means they are clear and easily understood. They can be easily adopted, brought to life, and replicated for future and ongoing use. We also ensure that all of your stakeholders support your segmentation from the very beginning, so it becomes a fundamental basis of all your marketing activity.

debriefs &

We realise that your time is precious, and that not everyone wants to know the minutiae of our research. It’s why, at PLAY, we’re committed to making our presentations as engaging, interesting and (gasp!) fun as possible. We cater for both ends of the scale: short-one page summaries that highlight key insights, as well as a beautifully presented data book that keeps your detailed data alive. We won’t waste your time with unnecessarily drawn-out presentations, and we are also happy to tailor our delivery approach to your specific business and needs.


We have experience in conducting market understanding studies in a broad range of categories, including FMCG, media, services, telecommunications, banking, travel and technology. But that doesn’t mean we need to stop there. If you have a new market that you would like to understand, let’s talk!

new market

If you’re thinking about entering a new market but don’t feel you have sufficient understanding, we can help! Our qualitative and quantitative experts will use cutting-edge technology, a range of tried and tested techniques, and a good measure of common sense, to help you understand the opportunities for your brand, and how you can most effectively play in a new space.

make a PLAY today

download the INFOGRAPHIC
[A segment profile DONE RIGHT]


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"PLAY is my go-to market research agency because of their can-do attitude, their willingness to try something new, their continual strive for the best technology and products as well as their sharp, concise, insightful reporting. They are fun to work and play with."

Alison Turner, Quantitative Research Manager,

“PLAY have shown a strong understanding of research approaches, consumer brands and the FMCG categories we operate in. They have successfully turned around fast research projects as required but they have also challenged us and worked in partnership on a number of more strategic challenges.”

Mark Whitby, Regional Consumer Market Insight Manager,

“PLAY’s no-nonsense approach and ability to quickly get to the heart of the problem makes them the perfect partner for us. They tackle the business issue with methodologies that are spot on for our timeframes and budgets. Recommendations are relevant, actionable and delivered in a way that makes them extremely easy to digest.”

Ned Tesic, Head of Marketing,
Sydney Markets

“PLAY’s ability to simplify what is sometimes a complex innovation research process worked perfectly. They approached the challenge efficiently, and quickly identified how the new packaging would deliver against our brand’s KPIs, and where there were opportunities to optimise the new designs further.”

Michael Sergeant, Group Marketing Manager,
Campari Asia Pacific

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