It's very easy, fast & accurate tool which helps in analyzing your markets or product portfolio with respect of various parameters like customer segmentation/demographic profile, channel reachability etc. The only drawback I can find here is it does not have an option to export data into Excel format so we cannot use this as offline analysis tools. If you are looking at doing online research then definitely go ahead! We used brandmap for our marketing team who were working out of India to do their homework before they went live globally across all channels.