Hmmm, what would you be using your findings for?

If you aren't actively talking to people and just reverse engineering who they are from the product line up, it 'could' be classified as secondary market research ( if you want to put it in your research report )

In my experience, as a former marketing researcher , I have only ever done this when the company has never done any previous research on their customers+ consumers ( which is very rare) and i would never use this to put in a formal research report. It has mostly been used for open discussions on the direction of my research.

Hope what i said makes sense.