Consumer & Customer Insights
Understand motivations, frustrations, unmet needs, and the reasons behind customer choices.
Independent research & insights consultancy
Good questions.
Better decisions.
Understand your market. Get closer to your customers. Move forward with evidence, not assumptions.
From the first question to the final recommendation.
THE INSIGHT PROCESS001 — 003
01 / LISTENPeopleWhat matters to them
02 / UNDERSTANDPatternsWhat the evidence says
03 / DECIDEDirectionWhat to do next
FROM COMPLEXITYTO CLARITY
RESEARCH THAT CONNECTSHuman behaviour✳Market realities✳Commercial priorities
THE BIG PICTURE
Data tells you what.
People help explain why.
Good research connects both.
Unsikt helps organizations make sense of customers, competitors, and changing markets. Through a mix of primary research, secondary intelligence, and analysis, I turn scattered information into focused, practical recommendations.
WHAT I DOClarity for the questions
Clarity for the questions
that matter most.
Flexible, thoughtful research support — from one pressing question to an end-to-end engagement.
Market & Competitive Intelligence
See where the market is moving, how competitors are positioned, and where you could stand apart.
Market Sizing & Opportunities
Estimate the potential, assess market attractiveness, and prioritize where to focus resources.
Product & Concept Validation
Pressure-test early ideas, understand adoption barriers, and learn what customers value before scaling.
Category & Shopper Insights
Explore how products, channels, formats, and purchase behaviour create commercial opportunities.
Growth & Marketing Analytics
Connect performance signals to customer journeys and actionable growth improvements.
SELECTED WORKResearch with a
Research with a
business outcome.
Representative engagements, shared without naming clients or disclosing confidential materials.
GROWTH & ANALYTICS
SIGNAL → ACTION
01 / DIGITAL EXPERIENCE
Finding friction in the customer journey
The challenge: A growing digital business needed to better understand its conversion funnel and identify where users were dropping off.
The work: Event tracking review, customer journey analysis, performance dashboards, and actionable recommendations to improve the experience.
REPORTED PROJECT OUTCOME25% conversion improvement
MARKET INTELLIGENCE
the
market.
CONTEXT → OPPORTUNITYmarket.
02 / CATEGORY STRATEGY
Making sense of a competitive category
The challenge: A consumer goods business needed a sharper picture of competitors, product formats, and potential category gaps.
The work: Competitor and SKU mapping, industry intelligence, stakeholder interviews, and synthesis of category signals.
PROJECT DELIVERABLEA clearer map of category opportunities
COMPETITIVE BENCHMARKINGBENCHMARK → VALUE
01ResearchSuppliers & category
02CompareCost & alternatives
03RecommendBetter buying decisions
03 / COMMERCIAL INTELLIGENCE
Turning supplier research into savings
The challenge: A North American service business was seeking greater purchasing efficiency without losing sight of operational needs.
The work: Supplier and competitor research, category comparison, and procurement recommendations.
REPORTED PROJECT OUTCOME19% cost efficiency improvement
Project examples are anonymized. The numerical outcomes shown are based on previously reported engagement results and have not been independently audited for this website.
HOW I WORKCurious by nature.
Curious by nature.
Practical by design.
No research for research's sake. Every engagement starts with a decision you need to make.
01
Frame the question
We clarify the business challenge, what you already know, and what evidence is missing.
02
Find the evidence
I choose fit-for-purpose methods — interviews, surveys, desk research, data analysis, or a mix.
03
Connect the dots
Different signals are tested, compared, and brought together into a credible picture.
04
Make it actionable
You get clear findings, priorities, and recommendations that help inform the next move.
A NOTE FROM THE FOUNDERBig-picture thinking.
Big-picture thinking.
Hands-on research.
Hi, I'm Muskaan — an independent market research and consumer insights professional and the person behind Unsikt.
My work spans qualitative and quantitative research, commercial intelligence, and marketing analytics. I've supported projects across consumer goods, retail, technology, and services — helping teams understand complex markets and translate findings into decisions.
I created Unsikt around a simple idea: insightful research should be rigorous enough to trust, clear enough to understand, and useful enough to act on.
Primary + secondary research Qualitative + quantitative thinking Executive-ready storytelling
GOOD TO KNOWA few helpful
A few helpful
answers.
What kind of projects do you take on?
I work on focused research questions and larger multi-stage engagements, including customer discovery, competitive landscaping, opportunity sizing, category insights, and product validation.
Can you work with early-stage businesses?
Yes. I can help early-stage teams test assumptions, talk to prospective customers, evaluate a market, and prioritize what to learn before investing further.
Do you conduct both qualitative and quantitative research?
Yes. The method depends on the decision. That might mean in-depth interviews, survey analysis, market data, desk research, analytics, or a combination.
Can you collaborate remotely?
Yes. Unsikt is based in the Greater Toronto Area and can collaborate remotely with teams across Canada and internationally, depending on the project.
LET'S CONNECTHave a question
Have a question
worth exploring?
Tell me what you're working on, what feels unclear, or what decision is coming up. We can start there.
Based in the Greater Toronto Area · Working remotely
START A CONVERSATION