BEN adopts a bottom-up approach for the market analysis activities. In other words, answers to specific questions are are sought for from the analysis of detailed basic elements measured on field.

The analysis is based on modeling the value added chain and on measuring the fundamental drivers' quantities. 

All items are covered by tentative figures to be remeasured until consistency of the model is verified.

From a methodology standpoint, the market analysis that goes along with marketing research, like other research or scientific inquiry, involves a sequence of highly interrelated activities.

The stages of the research process overlap continuously contributing to an ever better definition of the problem:

• define the problem
• design the research
• sampling
• data gathering
• data processing and analysis
• conclusion and report.