What Decision Will You Make? Your Research Is Shaped Accordingly.
From product launch to pricing decisions, ad performance to brand health — every business question requires a different research design. Choose the research type that fits your needs and gather fast, reliable insights from your target audience.
Research solutions encompass different research methodologies used to support product development, pricing, communication, customer experience, and brand management decisions with real consumer data. Sorbunu brings these solutions together on a single platform with self-serve infrastructure and expert support options. Suitable for brands, agencies, research teams, startups, and academic projects.
Research Selection Starts with the Question, Not the Method
Most teams start research with a method name: "Let's do a concept test," "Let's measure NPS," "Let's set up brand tracking." But the real starting point isn't the method — it's the question you're seeking to answer.
Even two brands in the same category can have very different research needs. One is trying to make a go/no-go decision before a new product launch, while the other wants to understand why existing customers are quietly drifting away. Both say "we'll do research" but the structure they need is completely different.
This isn't just for large brands. A seed-stage startup might be doing a price test to validate PMF, while an agency wants to present pre-campaign creative data to their client. A university project might need a small-scale but methodologically sound structure to analyze consumer behavior with real data.
To find the right research solution, it's enough to first clarify "which decision will I support?" This page exists to make that decision easier.
Choose Your Solution by Decision Area
Each solution is designed to answer a different business question. Before starting your research, ask yourself: which decision will the results of this research change?
Launch and Product Decisions
If there's a product, concept, or packaging that hasn't hit the market yet, the solutions in this cluster are the right address. Whether it's a global FMCG brand's new SKU or a startup's MVP.
How is a new product idea, packaging alternative, or concept card received by the target audience? For making pre-launch go/no-go decisions.
Explore →Pricing ResearchWhat price range does the consumer accept, at what point do they find it expensive, where do they give up? For basing pricing strategy on data.
Explore →Communication and Message Decisions
If there's a message or creative going into advertising, packaging, or a campaign, look at this cluster. Valid for agencies and in-house teams alike.
How credible, clear, and differentiating is a single claim to be used on packaging or in communication? For measuring the message itself.
Explore →Ad TestingHow does the video, storyboard, or digital creative perform? For measuring message, visual, narrative, and brand connection together.
Explore →Brand and Competitive Decisions
Questions about the brand's direction over time, the gap with competitors, or how consumers position the product in their daily lives belong to this cluster.
How are awareness, preference, recommendation tendency, and associations changing across periods? For monitoring brand health with regular waves.
Explore →Usage HabitsWhen, where, and with what motivation does the consumer use the product? For understanding in-category behavior and consumption moments.
Explore →Customer Experience Decisions
If you want to get feedback from existing customers who use your product or service, look at this solution.
Complex and Multi-Layered Projects
Questions that can't be answered with a single template, situations where multiple methodologies need to work under one roof, multi-segment or multi-phase projects belong here.
How to Choose Between Similar Solutions?
Claim testing or ad testing?
If the center of the decision is a single statement — like a packaging claim, a benefit promise, or a comparative claim — do claim testing. If the center is the creative whole — video, storyboard, or banner — ad testing is more appropriate. Sometimes both are needed: measuring the message first, then its performance within the creative can be meaningful.
Product testing or pricing research?
"Does this product generate interest, is it understood enough?" is answered with product & concept testing. "Would this product sell at this price?" is answered with pricing research. If you want to validate a launch from both product and price dimensions, designing them back-to-back works well.
Brand tracking or customer satisfaction?
The difference is actually quite clear: brand tracking is asked to a broad category audience (both customers and potential customers) and measures the brand's mental position. Customer satisfaction is asked only to people who've had a real experience and reveals issues at specific touchpoints. One deals with perception, the other with experience.
When are usage habits needed?
Most other solutions focus on "what do you think?" Usage habits answers "what do you do?" Where does the consumer place the product in their life, at which moments do they remember it, in which situations do they go to a competitor? Sales data doesn't show these questions — behavior research does.
5 Points to Consider When Choosing a Research Type
If you're not sure which solution to start with, answer these questions:
What's at the center of my research?
Launch, pricing, communication, brand management, customer experience... The strategy area determines the solution.
Who do I need to listen to?
General consumer, category user, existing customer, or competitor customer? Audience selection matches the right solution. For a startup, a niche segment of 200 people may be sufficient, while an FMCG brand might want a broad sample of 1,000+.
Am I doing a one-time measurement or regular tracking?
Solutions like concept testing, ad testing, and claim testing typically provide one-time decision support. Brand tracking and customer satisfaction work with regular waves. The two require different research structures.
Am I testing a single strategy or combining multiple questions?
Focused tests (single claim, single creative, single price point) work with standard solutions. If you need to combine multiple dimensions in the same project, a custom research structure may be more suitable.
Who will use the results?
Marketing, product, finance, or legal teams? Or a report an agency will present to their client, or a data source for a thesis? Who will use the output directly affects which metrics and format the research should focus on.
Solutions Also Work Together
Some decisions aren't completed with a single study. For example, you're launching a new snack product. You may need to test how appealing the concept is, then validate the price range, and perhaps measure the packaging claim. Three separate studies, but all parts of the same launch decision.
Or as an agency, you're providing pre-campaign creative testing to your client. After the campaign, you want to measure the change in brand perception. Ad testing and brand tracking complement each other here.
Frequently used combinations:
Product & Concept Testing + Pricing Research
To clarify both product appeal and accepted price range before launch
Claim Testing + Ad Testing
To see both the standalone power of the message and its performance within the creative
Brand Perception Tracking + Customer Satisfaction
To monitor the gap between perception and experience
Custom Research
When multiple solutions need to be combined in a single project architecture
More About Research Methodologies
If you want to understand more deeply which method serves what purpose, what to pay attention to in research design, and methodological differences between solutions, explore our knowledge center content.
Frequently Asked Questions
Start from the business decision you're seeking to answer, not the method name. "Should we launch?" directs you to product & concept testing, "would it be bought at this price?" to pricing research, "is our creative working?" to ad testing. The "5 Points" section above can help simplify the selection process.
You can design multiple solutions sequentially or in parallel. In more complex scenarios, you can combine different methodologies under a single project roof with a custom research structure.
Claim testing measures the strength of a single message or claim: is it credible, understood, attributed to your brand? Ad testing evaluates the performance of the creative whole: how do video, visual, narrative, and message work together?
No. Brand tracking is asked to both customers and potential customers and monitors the brand's mental position. Customer satisfaction is collected only from people who've had real experiences and reveals touchpoint-based issues.
Yes. Sorbunu is designed for self-serve use. Structures suitable for different scales can be built, including startups, small teams, and academic projects. Sample size and research scope are flexed according to needs.
Yes. Agencies use Sorbunu to present data-backed creative or strategy to their clients. Work like pre-campaign creative testing, message validation, or category analysis produces outputs that strengthen the agency-client relationship.
For broad target audiences, first responses typically start coming within 24 hours. Completion time varies based on research design and audience breadth. It may take a few extra days for niche segments.
Related Solutions
Product & Concept Testing
Pre-launch product or concept feedback
Pricing Research
Price sensitivity and willingness to pay measurement
Claim Testing
Single message and claim validation
Ad Testing
Creative performance measurement
Brand Perception Tracking
Brand health monitoring with regular waves
Usage Habits
Consumption moments and behavior analysis
Customer Satisfaction
Experience measurement with NPS, CSAT, and CES
Custom Research
Multi-layered and expert-supported research design
Academic Thesis Research
Reach the right sample from a verified panel for your thesis survey
Not sure which research to start with?
Let's determine the right solution for your decision area together. Share your research needs and we'll plan the right design.