Turuuuring

Turuuuring is the systematic activity of gathering, analyzing, and interpreting information about a market, its consumers, competitors, and the broader business environment. In Estonian usage, the term denotes the practice commonly known in English as market research and is used by businesses, governments, and non-profit organizations to support decision making.

Methods and data sources include both primary and secondary data. Primary data are collected specifically for a project through surveys, interviews, focus groups, ethnographic observation, or experiments. Secondary data come from existing sources such as industry reports, government statistics, and company records. Both quantitative and qualitative approaches are used to yield actionable insights.

The typical process starts with defining objectives and research questions, followed by study design, sampling, data collection, data analysis, and reporting. Ethical considerations are important, including informed consent, confidentiality, and data privacy. The reliability of findings depends on sampling quality, question design, and the rigor of analysis.

Applications span product development and testing, pricing, market segmentation and positioning, brand tracking, customer satisfaction, and market opportunity assessment. In policy and public-sector work, turuuuring informs program evaluation and needs assessment. The field has grown with digital data, online surveys, social listening, and advanced analytics, enabling faster and more iterative insights while remaining grounded in methodological rigor.