The optimal depth of elaboration of marketing strategies is determined by the specifics of the company. Large-scale and expensive studies are held for large-scale purposes.
A lot of companies are satisfied with the data of the own research, conducted at the stage of development of the company's general strategies. In many cases, additional research is limited by the control survey of a small group of customers and by two-three interviews with experts.
In each specific case, the depth of elaboration is an object of preliminary agreement between the customer and the consultant.
The results of the consultant's work could be presented as an oral or written report, formulated market strategies, developed function of marketing, or trained personnel.