Arguably, what you've done is the market study!

I remember talking to a prospective client who wanted a market study done. They said they wanted to do surveys to see whether location A was better than location B, and wanted analyses of foot traffic at A and B. I said it would cost tens of thousands of dollars to do and the prospect said, "We have a budget of more than $100,000!"

I thought a bit deeper and said.. actually, why don't you just set up a pop-up store at A, and another pop-up store at B, run that for a weekend, and see who does better sales?

I ended up getting no money from the prospect but, you know, that totally gave him the answer to his question without having to spend $100,000 of his budget!