A one-time research project is right when the organization needs to answer a specific decision and can act on a dated snapshot. A continuously maintained Market is justified when participants, categories and buyer routes change often enough that people need a public, navigable and updateable asset. These are different operating commitments.

What the report is good at

A decision brief can compare routes, summarize evidence and state a recommendation with assumptions. It has a delivery date and a bounded scope. The 1000&1 Launch Case sample illustrates this: decision summary, risk register, sensitivity and blueprint. Its value is clarity at the decision point, not perpetual freshness.

What the Market adds

A Market stores categories, participant profiles, source links, relationships and discovery paths in a system that can be revised. A correction to one participant should update the relevant public record. New evidence can change a category or make a previously unsupported comparison possible. That requires ownership, not just a content calendar.

The cost of being living

Maintenance means intake rules, source checks, edit history, expired-claim handling and monitoring. If nobody will own these tasks, a simple report or directory may be the responsible choice. The label “living” should describe a real operating loop: observe, review, update, publish and measure.

A practical handoff

Use the research project to define inclusion boundaries, buyer tasks and data readiness. If the decision supports an asset, build the first Market wave from those rules rather than copying the report into web pages. Measure whether users reach relevant categories and participants, then decide which structure deserves expansion.

The 1000&1 Market page presents an updateable category structure and a captured Search Console view. The Market discovery evidence page separately describes early visibility in two Markets. Those observations show what can be measured after launch; they do not make an ongoing Market appropriate for every research question.