After one year of operation, jake and rolando learned that several top athletes were driving to a larger town to receive similar services. In order to learn about the potential customers who were going elsewhere for service, jake and rolando proceeded to look online to determine how competitors’ services differed from theirs. They learned that competitors were open longer hours on weekends and even had celebrity endorsements. The new information they gathered and its interpretation was the __________ part of the marketing research process.