Market Research Market research plays a vital part in the business planning process. Information gathered must be accurate and detailed because this provides a plethora of information about the market, the competitors and the customers (current and potential). In planning how to move forward with your service or product knowing this information is crucial. Cognitif helps companies collect, analyze, and organize information so that it can be utilized for a more holistic, meaningful, and actionable understanding of consumers, markets, and business opportunities.