Research

 Market research is for discovering what people want, need, or believe. It can also involve discovering how they act. Once that research is completed, it can be used to determine how to market your product.

Questionnaires and focus group discussion surveys are some of the instruments for market research.
For starting up a business, there are some important things: the existence of market information, market segmentation, the market's trend.

Before starting to conceive a brand we make a strategic research of the market, of the consumers, of the products and of the existing competition. Therefore, we make an analysis of market’s financial level, tendencies, consumer practices, consumers’ needs, competitor brands and the strategies they apply, in order to identify the opportunities to use and to moderate the potential risks. Making a brand is a complex process which cannot be proceeded without a prior „training”. That is why research is an essential stage of this process. Research means understanding the sales market where the brand is going to be launched.

"Research is a multi-step process used to collect and analyze information to improve our understanding of a subject or problem"- Creswell

Read more on  WIKIPEDIA.