Strategies always have to be rooted in market realities. It is possible, if rare, that the strategy will be developed solely on the basis of an analysis of secondary sources provided they are available (in a given category) and contain sufficiently up-to-date and detailed information. We may also start working on the strategy based on the research that the client carried out previously for some reason (whether in-house or externally). However, this is possible only when the thematic scope of the research enables us to define the market segments to be reached by the brand and the set of values and attributes expected in that category. In any other case, we strongly encourage our clients to commission research (from an external agency).]