Market Research & Data Analytics

Data that drives decisions, not just dashboards.

Collect, analyse, and interpret data to make smarter decisions about your brand, your market, and your customers.

We dig deep so your brand can go further.

Great marketing starts with listening.

We help you collect, analyse, and interpret data to gain insights into market dynamics, consumer behaviour, and competitive landscapes. Our services include surveys, focus groups, and competitor analysis, enabling you to make informed decisions about your branding and marketing strategies.

Market research is an often-overlooked but vital part of your business. It’s the difference between launching confidently and flying blind.

Why it matters

Market research is proven to boost your business.

From validating a new idea to identifying your next big opportunity, market research is the foundation of every smart strategy.

01
Validate an idea
Test concepts before investing time and budget, to reduce risk and ensure success.

02
Connect with customers
Understand what your audience truly wants, not what you think they want by having conversations.

03
Growth opportunities
Spot untapped markets and emerging trends before your competitors do.

04
Reduce risks
Make decisions backed by real evidence, not assumptions or gut feelings.

05
Make informed decisions
A data-driven strategy can be accurately tracked, measured, adjusted and accurately reported.

06
Compete intelligently
Know your competition inside out and position your brand for maximum impact.

07
Keep up with trends
Stay ahead of shifting market dynamics and evolving consumer expectations.

08
Hone your message
Craft communications that resonate deeply with the people who matter most.

Our Work

Past projects that moved the needle.

From FMCG brand strategy and digital campaigns for one of Australia’s longest-running music festivals, to validation research for startups and public relations for national brands, content and web design, Umgum has you covered.

Clients span B2B professional services, e-commerce, FMCG, arts and culture, agribusiness and not-for-profits across Australia, the US, the UK, Canada, the Middle East and Europe.

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The payoff

7 ways market research benefits your business.

Research isn’t just a tick-box exercise, it’s a strategic advantage that compounds over time.

01
Develop your competitive edge
Understand the landscape well enough to out-position, out-message and out-manoeuvre your competition.

02
Test your product before launch
Validate assumptions, identify weaknesses, and optimise your offer before spending a dollar on marketing.

03
Set realistic financial goals
Market sizing and demand data let you set achievable sales targets grounded in real numbers.

04
Identify problems before they occur
Spot pain points and friction in the customer journey before they become costly business problems.

05
Hone your message
Discover exactly what language, tone and channels resonate with your ideal audience to maximise your conversion and ROI.

06
Identify your target audience
Define who you’re really talking to: their demographics, motivations, and buying behaviours.

07
Measure & report your results
Establish benchmarks, track performance, and demonstrate ROI to stakeholders with confidence.

How we approach market research

At its simplest, market research is finding out what consumers want and whether your product meets those needs. We break this into two powerful phases.

PHASE 01

Primary Market Research

Direct conversations with current and potential customers. Analysing surveys, reviewing customer insights, investigating what your competitors are doing, and discovering what customers are actively looking for right now. This is first-hand intelligence that belongs exclusively to your business.

PHASE 02

Secondary Market Research

Learning by analysing datasets produced outside of your business. Published studies, government data, social media statistics, and industry reports all fall under secondary research. It gives you a broader market context to make sharper strategic decisions.

Qualitative Research

Exploratory methods including focus groups, in-depth interviews, CX and UX ethnographic research to understand motivations and behaviours.

Quantitative Research

Objective measurements and numerical analysis via surveys, polls and questionnaires to track patterns and validate findings at scale.

Mixed Methods

Combining both approaches for richer, more complete insights, blending the “what” with the “why” for a 360-degree view of your market.

DATA ANALYTICS

Analytics should drive every part of your business

Customer acquisition, retention, sales, product development, and innovation, data is the lifeblood of your business. Without data, you’re flying blind.

We help you set up data systems and procedures that track what matters, turning raw numbers into clear, actionable insights that grow your business.

Data analytics helps your business.

✔ Increase customer acquisition and retention

✔ Reduce costs and increase efficiency

✔ Identify weaknesses and failures early

✔ Design new products and services

✔ Conduct 360-degree customer reviews

✔ Optimise pricing strategies

✔ Make smarter business decisions

Analytics framework

Use data analytics to uplevel your business.

There are three core types of analytics, each one answers a different kind of question and unlocks a different kind of value for your business.

01

What happened?

Descriptive Analytics

Answers questions about things that have already happened. Track ROI, explain performance to stakeholders, and understand the metrics that define your business history. Descriptive analytics discovers what happened and when.

02

Why did it happen?

Diagnostic Analytics

Provides insight into why something happened. It identifies anomalies in your data, collects the context that explains changes, and uses statistical techniques to explain shifts in performance — like why your team missed its targets in a given quarter.

03

What could happen?

Predictive Analytics

Leverages past data to evaluate trends and estimate the likelihood of something recurring. Predictive analytics empowers you to make proactive decisions — preparing for opportunities and risks before they arrive.