Aveda spa is considering the constant request for their products to be in big box stores. They've found that the sales are there to support expansion but they have no clue who is buying. Before making the commercialization move they are looking at the demographic of customers who come to their spa simply to make product purchases, not to take part in the spa services. Why are they doing this research?

a) they are trying to identify a cause and effect relationship

b) they are trying to find a correlation

c) they are trying to do informal discovery

d) they are trying to be sure about this marketing phenomenon