The guerrilla possesses the insight to begin planning with research. The more concrete the research, the more sensible the plan. Guerrillas learn what makes it different, better, desirable. They find ways to improve it and add value to it. Plans exist not in a vacuum but in relationship to an entire marketplace.
Guerrillas become experts in their market before planning.
Guerrillas are rarely taken by surprise. Savvy marketing plans specify who these people are because research identified and located them prior to the plan being created. Guerrillas learn the best ways to reach their target prospects and incorporate what they've learned about the media in their marketing plan. Because speed and efficiency can spur effective marketing, guerrillas look into how technology can propel them to their goals. The end result of research should be an arrow pointing in the right direction and a bow with the power to get the arrow to the target.