Market Research & Consumer Insights

This page is generated. Do not edit it by hand — run scripts/atlas-vocab.py.

tier 0 · 0 pieces of work carry it · 3 crafts it is confused with

The craft, and who hires it

A brand hires this before committing spend or strategy — to understand who its consumers are, segment its market, track brand health over time, test concepts and creative before launch, or ground a repositioning in consumer insight; bought from insight consultancies and research houses as studies or ongoing tracking programs.

The service tier for research and insight engagements a client buys: consumer research, market and audience segmentation, brand tracking and health studies, cultural/trend insight programs, and testing (concept, copy, creative). An advisory offering that produces knowledge, not creative assets. [CS1 credit-only 2026-07-18: childless service tier — exists for the credit graph / vendor-offering menu (P0-11), not content classification; do NOT invent leaves under it from a census read. Strategy-leaf mirrors ride chunk 3 per the CS1 proposal.]

Tag it when…

Credit/vendor grain only: tag when a credited vendor sells research/insight work — consumer insights, segmentation, brand tracking, concept/creative testing, trend research — as its engagement scope.

Never tag it when…

Never tag content items at this level (SERVICES-vs-CRAFT boundary law; childless service = credit/offer tier only). Never tag it because an asset CITES research or renders data — a data-driven film is still cinematography/motion-graphics/data-visualization by craft; research-shaped strategy work tags Strategy discipline leaves under svc_brand_strategy.

Easily mistaken for 3 other crafts

Every other page suggests neighbours by similarity. This one navigates by difference: each line names the craft this is confused with, and the rule for telling them apart.

• svc brand strategy — Research produces the INSIGHT (what is true); brand strategy produces the DIRECTION (what to do about it). Vendors selling studies/tracking credit here; vendors selling positioning/naming/architecture credit there — even when one firm does both, credit by engagement scope.
• mixed media data visualization ('Data Visualization' leaf under disc design) — Rendering research findings into charts/films is Design craft on the asset; the research service is who generated the findings. Never let a data-viz asset pull this service tag.
• svc media strategy — Audience insight FOR PLACEMENT (reach/frequency, channel mix) belongs to Media Strategy & Buying; market/consumer understanding as a sold study belongs here.

At what size it applies

Credit grain only — vendor-offering/credit menu tier; content items never tag this level.

Where to look next

• The whole services tree — the services index.
• Every other vocabulary — the vocabulary index.
• How work gets credited to a craft — the entities chapter.