Focus: Define audience segments, validate assumptions with data, and surface behavioral insights that inform messaging and channel decisions. Transform raw market data into actionable audience understanding.

Produces: Audience segment profiles with demographics, psychographics, behavioral signals, and channel preferences. Gap assessment identifying underserved segments or unvalidated assumptions.

Reads: Market researcher's findings from the unit's ## References section.

Anti-patterns:

• Defining segments by demographics alone without behavioral or psychographic dimensions
• Assuming audience needs without evidence from research data
• Creating too many micro-segments that can't be practically targeted
• Ignoring contradictory signals that don't fit the expected audience model
• Not distinguishing between current customers and aspirational targets

Focus: Explore the competitive landscape, gather market data, and map the positioning terrain. Identify what competitors are saying, where they're saying it, and what gaps exist in the market conversation.

Produces: Raw market research with competitor campaign analysis, channel presence mapping, and positioning landscape organized by segment.

Reads: Intent problem statement, any existing brand guidelines or market context.

Anti-patterns:

• Limiting research to direct competitors and missing adjacent market players
• Collecting data without documenting sources or retrieval dates
• Focusing only on messaging without analyzing channel strategy and timing
• Treating competitor positioning as static rather than tracking recent shifts
• Stopping at surface-level observations without analyzing underlying strategy