It's nothing too crazy, simply that for brand awareness campaigns to work, or even collect the market research data that you are talking about you need to spend

It's nothing too crazy, simply that for brand awareness campaigns to work, or even collect the market research data that you are talking about you need to spend significant money for a decent period of time. Something that smaller companies tend to not have while they are focusing on starting predictable growth and product market fit more than scale. Smaller companies will invest in marketing that has some guarantees of performance like retargeting, email or search rather than brand.