Turuuuringutes

Turuuuringutes is a term used in Estonian-language professional discourse to denote the field and practice of market research. It refers to the systematic collection, analysis, and interpretation of information about markets, consumers, and products to support business strategy, product development, and public policy. The word combines turu (market) and uuringud (research). In English-language sources the field is simply called market research; in Estonia the term turuuuringutes appears in academic and consultancy writing to denote the discipline as a whole.

Core activities include designing studies, selecting samples, gathering data through surveys, interviews, focus groups, and digital analytics, and applying statistical and qualitative analysis to derive actionable insights. Researchers produce reports, dashboards, and recommendations that inform segmentation, pricing, branding, advertising, and product decisions. Data sources range from primary data collected specifically for a project to secondary data from industry reports, government statistics, and customer relationship management systems.

The practice has evolved with digital methods, online panels, social media listening, and advanced analytics, while increasing emphasis on privacy, ethics, and methodological transparency. Standards and quality frameworks—such as standardized questionnaires, pretesting, and preregistration of study plans—help improve reliability. Education programs in Estonia and other Baltic states train professionals in turuuuringutes, with professional associations and market-research firms providing certification and services.

See also: market research, consumer research, data analytics.