A global snack brand had a long-standing seasonal product that wasn’t performing as well as it used to. While older consumers remained loyal, younger audiences were disengaged despite heavy marketing investments. Was it the flavor? The timing? Or something entirely different? To uncover the answer, the company turned to market research, using real-time consumer insights from Suzy to identify the issue and refine their approach.

The research revealed something surprising: the flavor wasn’t the problem—it was the packaging and messaging. Younger consumers felt it looked outdated and didn’t evoke the excitement they wanted from limited-edition releases. Armed with these insights, the company gave the product a bold new look and rebranded the campaign to emphasize nostalgic fun with a modern twist. The result? A 24% increase in sales the following season, with younger demographics leading the charge.

This is the power of market research: uncovering hidden insights that drive real-world impact. In this article, we’ll explore 65 real-world use cases where businesses—just like this one—have used market research to innovate, solve challenges, and grow. Let’s dive in!

Table of Contents

• Foundational Learning Use Cases
• Product Development and Testing Use Cases
• Brand and Marketing Strategy Use Cases
• Campaign Effectiveness Use Cases
• Market Research and Analysis Use Cases
• Customer Experience and Retention Use Cases
• Retail and Shopper Insights Use Cases
• Business Strategy and Financial Insights Use Cases

Foundational Learning Use Cases

1. Key Drivers Analysis: Key Drivers Analysis identifies the factors most influencing a specific outcome, including reasons for purchasing, helping businesses prioritize key category attributes that can drive business success. Suzy’s agile research tools enable this by providing instant consumer insights, empowering teams to uncover and act on critical drivers.

2. Brand Awareness Measurement: Measuring brand awareness helps determine how well your brand is recognized by consumers. Suzy’s survey tools provide real-time insights into aided and unaided brand awareness levels.

3. Consumer Journey Mapping: Mapping the consumer journey helps optimize touchpoints to influence purchase decisions. Suzy’s path-to-purchase tools track customer interactions with your brand, providing detailed journey insights.

4. Voice of the Customer (VoC) Programs: Ongoing VoC programs capture real-time customer feedback for continuous improvement. Suzy Speaks enhances these efforts by facilitating AI-moderated voice conversations that uncover rich, authentic insights across the customer journey. Combined with Suzy’s broader research platform, brands can collect, analyze, and act on consumer feedback at scale – faster and with more depth than traditional methods.

5. Community Sentiment Monitoring: Monitoring sentiment within specific online communities helps businesses understand how they are perceived. Suzy’s platform enables continuous feedback collection to assess brand perception in targeted communities.

6. Cultural Trend Monitoring: Monitoring broader cultural trends helps businesses stay relevant and responsive to societal shifts. Suzy Signals enhances this by surfacing real-time, hyper-relevant cultural insights tied directly to your role, your interests, your business goals, and your research findings, powered by AI. With this functionality, Suzy enables brands to adapt strategies in sync with consumer sentiment and cultural momentum.

7. Product Usage Analysis: Analyzing product usage reveals how consumers engage with your product post-purchase. Suzy’s follow-up surveys gather insights into consumer behavior, helping you identify areas for product improvement and uncovering white space.

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Product Development and Testing Use Cases

8. Product Launch Testing: Testing a product before launch ensures it resonates with your audience and minimizes risk. Suzy’s monadic testing feature enables real-time consumer feedback on new products, guiding successful launches.

9. Concept Testing: Concept testing evaluates the potential of new ideas before advancing them into development. Suzy’s monadic testing methodology identifies the highest-performing concepts through statistically rigorous design. To deepen understanding, Suzy Speaks can be layered into the process by using AI-moderated voice conversations with consumers. This captures the "why" behind the scores by revealing emotional response, perceived value, clarity, and relevance. By combining quant-scale rigor with conversational depth, teams can optimize concepts quickly and confidently with insights grounded in both performance metrics and human nuance.

10. Pricing Sensitivity: Analyzing pricing sensitivity helps determine the optimal price point for products. Suzy’s price sensitivity testing tools measure consumer reactions to various prices, ensuring pricing strategies that maximize revenue.

11. Feature Prioritization: Prioritizing product features ensures development focuses on what matters most to consumers. Suzy’s MaxDiff analysis ranks product features based on consumer preference, helping you prioritize effectively.

12. Claims Testing: Testing product claims ensures they resonate with consumers and pass regulatory scrutiny. Suzy’s survey tools allow you to evaluate which product claims are most appealing and believable to your target audience. Suzy Speaks adds a layer of qualitative insight by capturing how consumers interpret and emotionally respond to each claim, helping you refine language, spot potential misunderstandings, and strengthen your messaging strategy.

13. Packaging Testing: Packaging influences perception within seconds. Suzy enables fast testing of design elements to identify what captures attention and encourages purchase. Suzy Speaks adds depth by capturing how consumers react as they engage with the packaging. It reveals what details they focus on, what signals credibility or confusion, and how those impressions shape overall appeal. This gives teams a clearer view into what the packaging communicates and how it supports the brand story.

14. Subscription Model Testing: Testing subscription models ensures they appeal to your target audience before launch. Suzy’s rapid feedback tools enable you to evaluate consumer interest in subscription offerings.

15. New Technology Adoption: Testing consumer interest in new technologies helps businesses decide which innovations to pursue. Suzy’s platform enables businesses to gather feedback on new tech concepts to assess market readiness.

16. Brand Extension Testing: Testing brand extensions ensures they align with your core brand and customer expectations. Suzy’s platform allows you to evaluate consumer reactions to potential extensions, minimizing risk before launch.

17. TURF Analysis: TURF analysis helps determine the optimal combination of products or features to maximize reach. Suzy’s TURF analysis tool identifies the most effective product mix, ensuring market coverage without cannibalization.

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Brand and Marketing Strategy Use Cases

18. Brand Perception Analysis: Understanding how consumers perceive your brand helps refine messaging and positioning. Suzy’s brand tracking tools measure perception over time, enabling adjustments based on real-time feedback.

19. Message Testing: Testing different marketing messages ensures they resonate with your audience. Suzy’s message testing platform allows you to evaluate multiple messaging options to find the most impactful communication strategy. Suzy Speaks adds depth by capturing how consumers interpret and emotionally respond to each message in their own voice, revealing the nuances behind what connects, what confuses, and what motivates action.

20. Advertising Channel Effectiveness: Testing advertising channel effectiveness helps businesses allocate their budgets to the most impactful platforms. Suzy’s platform provides insights into consumer engagement.

21. Geo-targeting for Regional Campaigns: Regional targeting ensures that messaging aligns with local norms, values, and behaviors. Suzy enables you to segment responses geographically to identify variations in sentiment and performance across key markets. Suzy Signals enhances this by identifying broader patterns that connect your study to what is unfolding culturally or economically in each region. These added layers help uncover why certain messages resonate differently, allowing teams to adapt creative, timing, and positioning to fit the dynamics of each local audience.

22. Rebranding Strategy: A rebranding strategy ensures that any brand changes align with customer expectations and market trends. Suzy’s platform allows you to gather feedback on potential rebranding efforts, helping guide decisions before a full-scale launch.

23. Crisis Management: Responding to brand crises effectively requires understanding real-time consumer reactions. Suzy’s survey tools capture consumer feedback during crises, helping businesses adjust communication strategies swiftly.

24. Sustainability Perception Testing: Understanding how consumers evaluate sustainability claims is critical to building trust and relevance. Suzy enables brands to measure which messages and features influence perception and intent. Through voice-based conversations, Suzy Speaks captures how people think through environmental priorities, tradeoffs, and areas of concern. This approach reveals what feels authentic, what prompts hesitation, and how values influence decision-making. Suzy Signals expands the view by highlighting emerging cultural and societal trends around sustainability, helping brands stay ahead of shifting expectations and avoid greenwashing pitfalls.

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Campaign Effectiveness Use Cases

25. Creative Testing: Creative testing ensures that advertisements resonate with the target audience. Suzy’s platform provides tools for gathering real-time feedback on visuals and messaging, enabling data-driven refinements. Suzy Speaks enhances this by capturing in-the-moment voice responses as consumers react to creative elements, revealing emotional resonance, clarity, and authenticity in their own words. This helps teams fine-tune creative based on how it's truly experienced, not just how it's rated.

26. Campaign Effectiveness: Measuring campaign effectiveness ensures marketing efforts achieve the desired outcomes. Suzy’s platform tracks key metrics like awareness, engagement, and purchase intent to evaluate campaign success.

27. Seasonal Trend Analysis: Analyzing seasonal trends helps optimize marketing strategies during key times of the year. Suzy Speaks’ rapid survey capabilities allow you to monitor shifts in consumer behavior during seasonal peaks. Suzy Signals builds on this by surfacing broader cultural, economic, and behavioral trends related to the season, helping you understand not just what’s happening, but why it matters – so you can adjust strategies in real time with greater relevance.

28. Email Campaign Effectiveness: Measuring the effectiveness of email campaigns helps improve engagement and conversions. Suzy’s platform provides tools for tracking consumer feedback on email content.

29. Digital Ad Optimization: Optimizing digital ads ensures businesses get the best ROI from their online advertising spend. Suzy’s tools provide feedback on different digital ad variations to identify which are most effective in driving clicks and conversions.

30. Promotional Strategy Testing: Evaluating promotional strategies ensures that offers feel compelling and timely. Suzy captures how different incentives impact interest, intent, and perceived value across audiences. With Suzy Speaks, you gain a window into how consumers explain what makes a deal feel worth it, what causes hesitation, and how urgency or timing affects their likelihood to act. This layer of feedback reveals the emotional and psychological cues that shape response. Suzy Signals adds broader context by identifying market and cultural trends influencing consumer sensitivity to promotions, allowing you to align offers with current attitudes and behaviors.

31. Content Personalization: Personalizing content ensures that marketing messages are tailored to specific customer profiles, driving higher engagement. Suzy’s profiling tools provide insights into what types of content resonate most with different groups.

32. Content Strategy Optimization: Optimizing content ensures it resonates with your audience and drives engagement. Suzy’s content testing tools allow you to evaluate which types of content work best with different customer profiles.

33. Public Relations Impact: Measuring the impact of public relations campaigns helps businesses understand how they affect brand perception. Suzy’s survey tools capture consumer reactions to PR efforts, allowing businesses to adjust their communication strategies. Suzy Speaks adds qualitative depth by capturing how consumers emotionally respond to and interpret PR messages in their own words, revealing underlying sentiment and credibility. Suzy Signals complements this by identifying cultural and media trends that may influence how PR efforts are received, helping brands anticipate reactions and shape narratives with greater precision.

34. Influencer Impact Analysis: To ensure influencer campaigns are delivering real value, it’s essential to look beyond surface metrics. Suzy helps quantify campaign impact by tracking shifts in perception and intent across key audience segments. In parallel, Suzy Speaks captures how people naturally discuss influencers, revealing the cues that shape opinions around relatability, overexposure, or influence fatigue. This conversational layer sheds light on what drives genuine connection and what feels performative. Suzy Signals adds broader cultural context by surfacing real-time trends in influencer marketing and consumer behavior, helping brands align partnerships with the voices and platforms that matter most.

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Market Research and Analysis Use Cases

35. Market Sizing: Market sizing helps quantify potential demand for a product in a new or existing market. Suzy’s quantitative and advanced analytics tools provide real-time data to estimate market size and inform strategic investment decisions. Suzy Signals complements this by surfacing cultural, economic, and behavioral trends that shape market potential, helping brands not only understand the numbers but also the broader forces influencing growth opportunities.

36. Competitive Analysis: Competitive analysis identifies the strengths and weaknesses of your competitors. Suzy’s benchmarking tools allow you to gather consumer insights on competitor brands, informing your own strategic positioning.

37. Market Profiling Validation: Validating customer profiles ensures your targeting remains accurate and relevant over time. Suzy’s profiling tools continuously assess consumer groups, allowing for necessary adjustments.

38. New Market Exploration: Entering a new market requires more than surface-level demand signals. Suzy gives teams direct access to consumer input across regions and industries, helping evaluate relevance, appeal, and market potential. With added context from Suzy Signals, brands gain visibility into the broader forces shaping these environments. This includes cultural shifts, economic conditions, and behavioral patterns that influence how and when to launch, helping teams uncover opportunity while minimizing risk.

39. Consumer Confidence Monitoring: Monitoring consumer confidence helps businesses adjust strategies in response to economic shifts. Suzy’s real-time survey capabilities capture consumer sentiment, providing timely insights for decision-making. Suzy Signals builds on this by surfacing cultural and economic trends connected to shifts in consumer confidence, helping brands interpret sentiment data within a broader context and anticipate market changes more effectively.

40. Behavioral Data Mining: Mining consumer behavioral data reveals patterns that can guide marketing decisions. Suzy’s audience insights and data analysis capabilities help uncover hidden consumer behavior trends.

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Customer Experience and Retention Use Cases

41. Satisfaction Drivers Identification: Understanding what drives satisfaction is essential for improving product experience and building loyalty. Suzy enables you to isolate the features and touchpoints that matter most through structured quantitative feedback. To go deeper, Suzy Speaks captures how customers talk through their experiences, revealing what leaves a lasting impression, what feels overlooked, and what ultimately builds trust or frustration. Broader insight from Suzy Signals provides added perspective by identifying external forces—such as shifting consumer priorities or rising category standards—that influence how satisfaction is defined over time.

42. Customer Satisfaction Tracking: Tracking customer satisfaction over time helps maintain loyalty and improve services. Suzy’s continuous feedback tools allow you to monitor customer satisfaction and identify areas for improvement.

43. Post-Purchase Behavior Analysis: Understanding post-purchase behavior informs retention strategies and customer loyalty efforts. Suzy’s follow-up surveys capture insights into product usage, providing actionable data on customer habits.

44. Customer Pain Point Discovery: Identifying pain points helps businesses address customer frustrations and improve satisfaction. Suzy’s qualitative research tools, including Suzy Speaks, uncover customer pain points. Suzy Signals builds on these insights by highlighting broader cultural and economic trends that may be influencing customer challenges, helping businesses not only resolve immediate issues but also anticipate emerging pain points.

45. Customer Retention Strategies: Retention strategies aim to reduce churn and improve long-term customer loyalty. Suzy’s tools track satisfaction and loyalty metrics, providing insights that guide the development of retention initiatives.

46. Customer Experience Optimization: Improving customer experience requires more than tracking scores or identifying pain points. Suzy collects feedback across key moments in the journey, helping teams pinpoint what to refine. Suzy Speaks adds dimension by listening to how customers reflect on those interactions, surfacing the moments that feel effortless, frustrating, or unexpectedly impactful. This conversational insight reveals the emotional drivers behind satisfaction, giving teams clearer direction on where to focus for lasting improvements.

47. Customer Attrition Analysis: Analyzing customer attrition helps businesses understand why customers leave and what can be done to retain them. Suzy’s feedback tools provide insights into why customers stop using your product or service.

48. Customer Service Satisfaction: Measuring customer service satisfaction ensures that support teams are meeting customer needs. Suzy’s tools capture feedback from customers on their interactions with customer support channels.

49. Employee Satisfaction and Retention: Tracking employee satisfaction helps businesses improve workplace culture and retain top talent. Suzy’s platform enables businesses to survey employees regularly and gather feedback on areas for improvement through Suzy Connect.

50. UX Testing: Evaluating user experience helps ensure your digital products are intuitive, efficient, and aligned with user expectations. Suzy captures feedback on layout, functionality, and navigation to identify friction points across web and mobile platforms. By allowing participants to verbally walk through their interactions, Suzy Speaks uncovers how users interpret design choices, where confusion arises, and what moments feel satisfying or frustrating. These in-the-moment reflections offer clarity into how design impacts perception and usability at a deeper level.

51. Customer Feedback Loop Implementation: Implementing a customer feedback loop enables businesses to continuously improve based on real consumer input. Suzy’s tools facilitate ongoing feedback collection to inform product development and marketing strategies.

52. Mobile App Usability Testing: Usability testing for mobile apps ensures they are user-friendly and meet customer expectations. Suzy’s platform allows businesses to gather feedback on app design and functionality to optimize the user experience. Suzy Speaks strengthens this by capturing consumer voice feedback as they interact with the app, uncovering real-time reactions, frustrations, and delights that provide deeper insight into usability and design improvements.

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Retail and Shopper Insights Use Cases

53. In-Store Experience Research: Evaluating the shopper experience helps businesses understand shopper behavior. Suzy’s platform allows you to gather feedback from e-commerce and brick & mortar shoppers to optimize layouts, promotions, and product placement. Suzy Speaks enhances this by capturing in-the-moment voice feedback from shoppers, revealing authentic reactions to store layouts, signage, and promotions, and uncovering the emotions that drive in-store decision making.

54. Heatmapping: Heatmapping reveals how consumers visually engage with your advertisements or packaging. Suzy’s heatmapping tool analyzes consumer attention and provides insights for optimizing design elements.

55. Retailer Satisfaction: Measuring retailer satisfaction helps improve distribution and in-store execution. Suzy’s tools enable feedback collection from retail partners, helping businesses strengthen these relationships.

56. Retail Strategy Optimization: A strong retail strategy connects your product with the right shoppers through the most effective channels. Suzy supports this by identifying where your target audience prefers to browse and buy, helping you prioritize retail partners and locations. Insights from Suzy Signals add a wider lens by tracking the cultural, behavioral, and economic shifts that influence how consumers engage with physical and digital storefronts. This helps brands stay ahead of changing expectations and make smarter decisions about where and how to show up.

57. Path-to-Purchase Analysis: Analyzing the path to purchase helps identify key touchpoints where consumers make buying decisions. Suzy’s survey tools allow you to map the customer journey and adjust your strategies accordingly.

58. Cross-Selling Opportunities: Identifying cross-sell opportunities helps increase customer lifetime value. Suzy’s consumer preference tools allow you to explore which complementary products or services may interest your current customers. Suzy Speaks enhances this by uncovering how customers articulate their needs and preferences in their own words, revealing natural product pairings and unmet needs.

59. Trial-to-Purchase Conversion: Improving conversion from trial to paid usage requires a clear understanding of what influences decision-making during the evaluation period. Suzy identifies the features, messages, and touchpoints that correlate with successful conversion. Suzy Speaks adds depth by capturing how users reflect on their experience after trying a product or service, including what earned their trust, where hesitation set in, and what ultimately shaped their choice to commit or walk away. These insights help refine both the trial experience and the path to retention.

60. Channel Preferences: Understanding consumer channel preferences helps optimize marketing efforts. Suzy’s audience insights reveal which channels your customers prefer, ensuring your messages reach them through the right platforms.

61. Omnichannel Strategy Validation: Maintaining consistency across multiple channels is essential to building a unified brand experience. Suzy enables brands to evaluate how customers navigate between touchpoints, highlighting gaps and opportunities in the journey. To strengthen this view, insights from Suzy Signals reveal the broader forces shaping omnichannel behavior. These include emerging norms around convenience, shifts in digital engagement, and changing expectations for personalization. With this context, teams can evolve strategies to meet the way consumers actually move across platforms.

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Business Strategy and Financial Insights Use Cases

62. Demand Forecasting: Anticipating what consumers will want next requires more than asking about intent. Suzy provides a fast, reliable way to tap into shifting preferences and early signals of interest. To build on this foundation, Suzy Signals identifies the external currents that influence demand patterns over time. These include changes in economic confidence, cultural sentiment, and evolving lifestyle behaviors. With both immediate feedback and macro perspective, brands can make more informed bets on where demand is headed and how to prepare for it.

63. Innovation Strategy Development: Development: Developing an innovation strategy based on consumer insights helps businesses stay competitive. Suzy’s rapid feedback tools allow you to explore new ideas and test them with real consumers. Suzy Speaks enhances this by uncovering the “why” behind consumer reactions to new ideas, providing authentic voice feedback that reveals unmet needs, emotional drivers, and opportunities to refine innovations.

64. Customer Lifetime Value (CLV) Analysis: CLV analysis helps prioritize marketing efforts toward high-value customers. Suzy’s platform tracks customer behavior over time, providing insights to maximize customer lifetime value.

65. Customer Referral Program Testing: Testing referral programs helps businesses determine which incentives drive the most referrals. Suzy’s platform allows you to gather feedback on different referral models and optimize them for success.

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Turn Insights Into Action: Unlock Business Growth With Smarter Market Research

Market research isn’t just a tool—it’s your competitive edge. By leveraging data-driven insights, businesses can fuel growth, optimize strategies, and deliver unforgettable customer experiences. The 65 use cases we’ve explored showcase how market research drives impact across every facet of your organization, from product innovation to targeted campaigns.

In today’s fast-changing world, staying ahead of consumer trends demands more than occasional check-ins. You need ongoing, real-time insights to make smarter, faster decisions. Suzy’s platform makes this easy, offering a seamless way to access actionable data across diverse research methodologies. Ready to transform your decision-making and spark success? Learn how Suzy can power your brand to outpace the competition.