The first step for market researchers is to evaluate market needs (e.g., geographical, demographic, and so on) and those needs, which can be met only by a product or service that fills that gap.
Market analysis is a complex task that requires information and expertise in various areas: data mining, business planning, market sizing, consumer psychology, and demand forecasting ([@B1]).
People are exposed to a continuous flow of data in social media and online. The larger the flow, the more complex and therefore ambiguous the information ([@B2], [@B3]).
Thus, it is essential to obtain the needed information by collecting and analyzing data from different sources. Now, consumers do not want to simply share their ideas; they want to interact and share opinions with other consumers ([@B4]).
The marketing research methodology for consumer market analysis includes three parts: identifying the market needs, product design, and testing the market response to the product ([@B5]).
The role of *in-situ* consumers in finding new products is important, and many companies have taken a huge step forward in this regard. *In-situ* consumers allow companies to understand consumer needs at the time of consumption. Companies know when a particular product is needed, such as at the time of a flight, and they can act accordingly. So, to fill their needs, the company needs to have a good understanding of how these users think and act ([@B6]).
In this study, we tested the ability of Iranian *in-situ* consumers to find relevant products in regard to their needs.
Objective {#S1}
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Given the lack of existing research in this area, we aimed to identify the most important needs of the customers regarding the factors of brand, price, and product quality, and whether these needs were met by the products available on the market.
Methods {#S2}
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Sampling {#S2-1}
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We recruited a total of 480 customers of a variety of hotels in Tehran. Convenience sampling was used in this study. The inclusion criteria were: being older than 18 years old, being a hotel customer, and being willing to participate in the study. The exclusion criteria were: having a clear mental illness or speaking a language other than Persian. The hotels were selected from a list of hotels in Tehran.
Instrument {#S2
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