Which tool is used by companies to perform market research?

Scorecards are performance measurement tools that help organizations evaluate and track key performance indicators (KPIs) related to their business objectives. While useful for assessing performance, scorecards do not directly gather consumer feedback or insights, making them unsuitable for market research purposes.

Influencer collaboration involves partnering with social media influencers to promote products or services to their followers. This strategy can enhance brand visibility and engagement but is not a direct method for conducting market research. Instead, it's mainly focused on marketing and outreach rather than collecting consumer insights.

Benchmarking is a process used to compare business processes and performance metrics to industry bests or best practices from other companies. While it can inform strategic decisions, benchmarking does not involve gathering consumer opinions or feedback, which are central to market research.