Market research and opinion polling businesses collect and analyse information about consumers, organisations, markets and public attitudes. Their work can help clients understand demand, purchasing habits, brand awareness, customer satisfaction, competitor activity or views on social and political issues. Research may be commissioned before launching a product or service, to assess an existing offer, or to inform business planning and communications. Typical services include designing surveys, conducting telephone, online or face-to-face interviews, running focus groups and carrying out in-depth interviews. Some firms also undertake desk research using existing publications and datasets, observe customer behaviour or test products and concepts. Opinion polling generally uses structured questions and samples intended to reflect a wider population, while market research may focus on a particular customer group or sector.