In order to get to know our brand; we measure the market, the competition in the market and where our brand stands in the competition. We do this measurement with data we purchase from many different intermediaries such as Gemius, Semrush, Euromonitor, Similarweb, which are globally valid sources.

We listen to what the data says before our sectoral experiments, our own experiences, and the bright ideas in our minds. We do not tell our story and message without knowing our target audience. At this point, we again engage our global data provider partners, and blend high-level segmentation programs such as TGI-GWI with our sociological knowledge and sectoral experience.