Start with the claim
A pitch connects a problem, a product and an opportunity. Its job is to make the business understandable. Research begins by separating that narrative into claims that can be examined. “Customers love the product” is a story. Retention, repeat purchases and customer conversations can help you investigate it.
Ask what would change your mind
For each material claim, ask what evidence supports it and what evidence could challenge it. Revenue growth may be encouraging, but concentration in one customer changes the questions worth asking. A large market estimate is less useful without a clear account of which customers the product can realistically reach.
Keep the gaps
An unanswered question is part of the research. Recording missing information makes the next conversation more productive. Filling a gap with a confident assumption can make a report look complete while leaving its foundation weak.
The ZORAA principle
A useful research layer should help a reader travel from claim to evidence to interpretation. That is the relationship ZORAA is being designed to make visible. This note describes a research principle, not an investment recommendation.