One cannot, however, get the overall picture by just following the above-mentioned techniques which work mainly with trends observed in the past and assessing market forecasts. One needs to get into the market and research and get more realistic data. This can be achieved by means of group discussions focussing on particular segments, interviewing in malls, in-person interviews, advertising, media research, mystery shopping, eye track studies, In-depth interviews, conferences, Field Data Collections, and Field Audits.