Customer research
JTBD: How to Understand Why Customers Buy and What Shapes Their Choice
What JTBD is and how to research customer motives, reasons for choosing and barriers. Practical applications for product, marketing and sales teams from ZMK.
ZMK Blog
A blog about marketing, markets and business growth
A place for practical ZMK materials on markets, customers, strategy, management, digital solutions and tools that help businesses work better.
- Marketing
- Positioning, communication, reputation, sales and systematic work with demand.
- Research
- Customers, competitors, market shifts, data and conclusions for management decisions.
- Strategy
- Goals, growth scenarios, development points, business model and implementation plan.
- Tools
- Websites, internal apps, AI solutions, data and workflow automation.
Articles
New writing
Marketing consulting
Jet: the marketing office that strengthens marketing teams and CEOs
How Jet integrates with a business and supports CEOs and marketing teams with research, strategy, PR, SMM, content and digital marketing.
Market research
Ukraine’s HoReCa Market in 2026: Formal Growth, Fewer Guests and Tougher Competition
A market overview of Ukraine’s HoReCa sector as of May 2026: revenue, average check, traffic, regional differences, consumer behavior and a 1-3 year outlook.
Market research
Solar Energy in Ukraine: Why Demand Is Growing and What Is Changing in the Market
How demand for solar power is changing in Ukraine after 2022, why businesses are buying energy resilience, and why hybrid systems, payback logic and service matter more than before.
Market research
Mystery Shopper / Service Quality Audit
Three mystery shopper formats: a one-time service snapshot, an audit with staff improvement, and regular service control as part of a motivation system.
Market research
Service Quality Audit with the Mystery Shopper Method
How mystery shopper research helps a business see the real service level, evaluate staff performance and improve the customer experience.
Digital solutions
When a Business Needs an Internal App
A practical look at internal business apps: when they are worth building, why the process should come before screens, and why a small working tool often beats a large automation plan.
Contact
Let us discuss your business question and suggest the right starting point
Message Maryna on Telegram or use the direct contacts, and the ZMK team will clarify the context, goal and format of work: research, consulting, a strategy session or a digital solution.