Consumer research, sometimes known as market research, is a valuable business tool that can help you understand your customers and what makes them tick. Looking at the driving forces behind customer behavior, consumer psychology and purchase patterns, it uses research techniques to provide objective information that you can use to craft products, marketing programs and advertising campaigns that increase sales and profitability.
Consumer research is the foundation of many marketing departments. The information it provides gives you feedback on products, marketing campaigns and future products or services, for example. Marketing executives rely on the results of timely and effective consumer research to make both day-to-day and long-term strategy decisions.
The results of consumer research also help to determine the most effective use of advertising and marketing dollars in a budget. Consumer research can be quantitative or qualitative in nature. Quantitative research produces measurable data and statistics; qualitative research may produce less structured results as it focuses on opinions and motivations.
Surveys are the most common tool in a researcher's arsenal. You can target them at specific customer segments or you can take a more global focus, depending on your information needs. Examples of panels include Neilsen ratings and Arbitron. With panels, companies can assess the effect of different advertising campaigns, packaging or other changes. Cynthia Myers is the author of numerous novels and her nonfiction work has appeared in publications ranging from "Historic Traveler" to "Texas Highways" to "Medical Practice Management.
Skip to main content. Surveys and Questionairres Surveys and questionnaires differ in the amount of information they can solicit. Focus Groups and Interviews Focus groups collect information from a group of people. Ethnographics Ethnographic is a more in-depth look at consumer behavior. Panels Panels also operate long term, even for years. References 3 Buffalo State University: About the Author Cynthia Myers is the author of numerous novels and her nonfiction work has appeared in publications ranging from "Historic Traveler" to "Texas Highways" to "Medical Practice Management.
Accessed 14 September Consumer Behavior Research Methods. A Likert scale is a widely used question format that asks consumers to numerically rate whether they agree or disagree with a particular statement.
Likert scales are used to measure consumer attitudes. Respondents indicate whether they have a positive or negative attitude towards a statement and the responses are weighted by researchers using a numerical scale. For example, a question in the Likert scale format might ask survey respondents whether they believe that airline fees for checked luggage is appropriate. Respondents indicated whether they strongly disagree, disagree, are neutral, agree, or strongly agree.
Qualitative research methods mainly involve observational techniques or open-end questions. Consumer shopping patterns may be tracked and observed with or without direct permission. Actual purchase patterns and how the purchase decisions were made reveal potential perceptions about a brand of toothpaste or a promotional incentive. Open-end focus group questions might ask participants to give opinions about the taste of a newly developed product.
Opinion data collected through qualitative methods are then analyzed to determine why a consumer might choose one particular product over another. Helen Akers specializes in business and technology topics.
Consumer Research Methods Market research is often needed to ensure that we produce what customers really want and not what we think they want. Primary vs. secondary research methods.
Research firms may use a variety of methods to gather information and construct a complete profile of consumer behavior. Surveys and Questionairres Surveys and questionnaires differ in the amount of information they can solicit.
Segmentation is widely used within consumer research to summarize individual differences, to better understand consumer behavior, and for use in market segmentation. This chapter presents basic methods for unsupervised segmentation such as hierarchical cluster analysis and K means. Consumer research is the foundation of many marketing departments. The information it provides gives you feedback on products, marketing campaigns and future products or services, for example. Marketing executives rely on the results of timely and effective consumer research to make both day-to-day and long-term strategy decisions.
The Five Basic Methods of Market Research By AllBusiness Editors | In: Advertising, Marketing & PR While there are many ways to perform market research, most businesses use one or more of five basic methods: surveys, focus groups, personal interviews, observation, and field trials. Paula's research has focused on the exploration of new methodologies to further understanding sensory and consumer perception, in particular sensory descriptive techniques with the use of consumers and the influence of non-sensory parameters in consumer food choice.