The Next-Gen Brand Lab
Research and Phase 0
What is Phase 0?
Last updated 2026-09-19
Phase 0 is a paid market diagnostic that runs before any advertising money is committed, historically scoped in the ₹75,000–₹1,25,000 band across two to three weeks. It covers primary buyer interviews, secondary work on addressable market, competitor and pricing analysis, a study of what has already worked or failed for the brand, and scheduled scrapes of the Meta Ad Library and Google Ads Transparency Centre. The output is a written brief that gates every campaign decision downstream.
It is allowed to end in "do not spend"
A separately scoped diagnostic can evaluate whether the catchment, positioning, launch timing and budget support a test. Agree the deliverables and decision criteria before commissioning it.
The conclusion may be to change the offer or delay spend. Paid research does not itself guarantee independence or accuracy; documented evidence and a clear decision process are what make the recommendation useful.
What you receive
A written brief covering the buyer in their own words, the addressable demand in the catchment, what competitors are actually running right now with dates and durations, the pricing position, and a recommended architecture with a budget floor. It is yours regardless of whether you go on to run campaigns with us.
Why three weeks and not three days
Primary interviews take calendar time to schedule and are the part that cannot be compressed. The desk research and the scrapes run in parallel with them. Compressing the window means dropping the interviews, which means the brief is built entirely on secondary data — which is the failure mode this phase exists to avoid.
Want this answered for your project specifically?
A Phase 0 call is a questionnaire, not a pitch. You get the market read before anyone spends a rupee on advertising.
Book a Phase 0 call ↗