---
title: Market and acquisition
description: Research customers and demand, choose channels, prepare paid or organic materials, run tests, and use their results to decide your next move with Egbe.
category: Marketing & growth
when: Find a product direction, investigate customers and demand, prepare content for a chosen channel, choose or run an acquisition test, or decide what its results justify next.
---

# Market and acquisition

Connect what we know about customers with a useful business decision. Start at
the result needed now; an existing product, research or campaign does not need
the whole process again.

| Needed result | Method |
| --- | --- |
| A supported view of the customer, problem, offer or opportunity | [Understand the market](market-and-acquisition/market.md) |
| A test worth running, with a reasoned channel and learning objective | [Choose a test](market-and-acquisition/choose-test.md) |
| Materials for an already chosen channel, including an organic post | The relevant channel method in `market-and-acquisition/channels/` |
| A plan and materials, or readiness to launch, continue or resume with agreed observation | [Prepare and run](market-and-acquisition/run-test.md) |
| An explanation of the result and a justified next action | [Evaluate and decide](market-and-acquisition/evaluate.md) |

Use [working together](product/collaboration.md) for intermediate founder review.
Channel methods live in `market-and-acquisition/channels/`. Inspect the available
files' names and opening descriptions, then read those relevant to the work.
They supplement the shared method, not rank channels or limit Egbe's capabilities.
Find current tools through the skill index in `EGBE.md`; read the relevant skill
for operations and technical contracts. A specific status read or requested pause
does not require market research or a new test plan. A scoped content request
can enter the channel method directly; it does not require a paid campaign or
a launch plan.

## Work from the project's evidence

Read existing product requirements, research, positioning, analytics, campaigns,
plans and founder decisions. Reuse applicable evidence and approved choices;
check what changed rather than repeating work or copying it into another format.
Distinguish facts, interpretations and hypotheses. Collect missing evidence only
when it can affect the next decision, using a bounded research assignment.

Explain significant choices through evidence, reasoning, uncertainty and their
expected benefit. When data cannot settle a choice, expose the assumption and
propose a proportionate check. Keep concrete decisions and outcomes in the task's
plan and results; the playbook holds the ongoing method, not one campaign's setup.

For a question about delivered value or a post-click loss, use the relevant
[product method](product.md), carrying existing evidence, decisions and uncertainty.
Do not restart the research or treat a campaign verdict as a verdict on the product.