Research · Strategy
Where the demand is, how the market is shifting and where your business earns the best return
We talk to your customers and study your competitors and the market. You get answers: who buys, why they choose you and what stops them from buying more.
DOGMA’s position
Research pays off when it ends in a decision. So we start with the question the business needs to close and steer every conversation toward the answer.
When you need it
Sound familiar? That’s what clients tell us when they come in.
We know our customer, yet sales keep dropping
Competitors are cheaper. What are people actually paying us more for?
We’re launching a new product and don’t want to guess
We’re drowning in data and still have no answer
What you get
What you’ll have in hand
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In-depth interviews
Conversations with your customers, with those who left and with those who chose a competitor.
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Profiles and motives
Who buys, what job the purchase does for them and what holds them back.
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Market map
Competitors, their promises and the open positions you can take.
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Growth hypotheses
Specific, prioritized moves: what to test first and what it will bring.
How we work
Question → Fieldwork → Findings → Hypotheses
Stage 01 of 04
Question
We define the decision the research must inform: where to grow, what to change, whom to sell to.
- Your part
- Kick-off session with your team
- Stage output
- Research questions and plan
Stage 02 of 04
Fieldwork
In-depth interviews, surveys, sales and competitor analysis. We also talk to people who didn’t buy.
- Your part
- Access to customers and data
- Stage output
- Recordings, transcripts, numbers
Stage 03 of 04
Findings
We look for patterns: what really drives the customer’s choice and where the business loses money.
- Your part
- Meeting on first insights
- Stage output
- Profiles, motives, market map
Stage 04 of 04
Hypotheses
We turn findings into prioritized moves for product, pricing, communication and channels.
- Your part
- Final session, choosing priorities
- Stage output
- Hypotheses and a test plan
How we think
The principles behind the result
The question comes before the method
We pick the method to fit the decision at stake. Ten deep conversations sometimes explain more than a thousand questionnaires.
We talk to those who left
The most valuable knowledge sits with people who didn’t buy or switched to a competitor. We recruit them separately.
Every finding has a price tag
We translate each insight into a decision and show what it will change in sales.
What changes
- 01 Decisions rest on gut feeling Decisions rest on real customer motives
- 02 A report full of numbers that’s hard to act on Prioritized hypotheses with a test plan
- 03 Everyone on the team sees the customer differently One customer profile for the whole team
Business resultProduct, pricing and communication decisions rest on real knowledge of the customer.
Discuss your challengeCases
Where it has already worked
26 in-depth interviews, 3 segments, 29 hypotheses Buki School Research that showed parents are buying peace of mind Buki School got a decision map: three segments with different “jobs,” the points where the school loses parents, and 29 marketing hypotheses — each with a metric to validate it. Plus an honest answer to the key positioning question: school or private tutor. Read the case -
From a price-list business card to a website that sells partnerships DEEPLOYALTY Strategic session, customer interviews, design system and a website with an admin panel: infrastructure for bank and retail partnerships -
Positioning and identity LOBSTER Publisher rebrand -
Strong both at home and away Remolo DOGMA’s own product: a remote desktop for Mac you control by touch - The human way. The business way. Dilova Kovbasa Rebrand of a wholesale supplier
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“Quiet Strength” in an aggressive market PERESVIT From local leader to an ideological symbol built for expansion into the US and EU -
1,028 respondents, 2 target groups AnimAll Brand and buyer behavior research that mapped the points of growth
Questions
What clients usually ask before we start
How many interviews do you need?
Enough that new conversations stop adding new motives. We size the sample for the task and walk you through the logic before we start.
Can a survey do the job?
A survey shows how many people think a certain way; interviews explain why. Product and positioning decisions need the second, sizing needs the first. We often combine both.
What happens after the research?
You get prioritized hypotheses. You can test them yourself or move on to a growth strategy or positioning, with the findings as their foundation.
What’s next
Clients often continue with
