Name the customer and the decision
Specify the customer you want to understand and the choice the research will inform. A broad country overview may be interesting while still leaving your business question unanswered.
Study alternatives as well as competitors
Ask how customers handle the need today, what they pay attention to, and what would make them consider another option. Include direct competitors, substitutes, and the choice to do nothing.
Turn uncertainty into a test
Distinguish what the evidence supports from what remains an assumption. Recommend a next step that matches the strength of the information, such as more research, a small market test, or a revised offer.