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What is Consumer Research, and why is it important?

Updated: Dec 16, 2020


Consumer research is part of market research, where the intended consumers are defined by their preference, encouragement, and buying behaviour. The market analysis allows marketers and researchers to consider customer psychology and develop comprehensive consumer purchase behaviour profiles.

Consumer Research is essential as it helps organizations adjust their goods and services to improve consumer loyalty, which helps to enhance the efficiency and growth of the business.

The purpose or motive behind consumer research is to

  • Assist organizations with settling on better business choices and increase preferences against their rivals

  • Help advertising administrators or chiefs settle on various key and strategic choices by recognizing and fulfilling client needs

  • Give experiences that help control the making of a field-tested strategy, dispatch another item, advance existing items, and guide venture into new business sectors

  • Figure out which part of the populace will be well on their way to buy an item, given factors, such as, age, gender, and salary level

  • Observe how purchasers talk about the products in the market and recognize which customer needs are significant and whether current items are meeting these necessities

With viable statistical surveying, the organization can increase priceless data about your rivals, monetary movements, socio-economics, current market patterns, and your clients' spending attributes.

The Importance of Consumer Research for Researchers

Until ten years ago, researchers thought differently about consumer psychology, not taking into consideration attitudes, moods, or circumstances that may impact a customer's purchase choice. Thinking consumers often make budget judgments and rationally compare products and then pick products from the brands that provided them with the most significant consumer loyalty at the lowest prices.

However, that's not the case anymore. Customers have access to information on all brands and their rivals. Because of this, a loyal consumer will recommend purchasing a brand to his/her relatives and friends, not just when the brand costs less, but when they offer excellent customer service.

Your customer is the core of your company, and you have to know them well, to expand and grow. By performing market analysis, often called customer analysis, businesses get well acquainted with their consumers.

Let us deep-dive into different techniques that Marketers and Retailers carry out to understand consumers By and large, you can break client statistical surveying into four classes: essential, optional, quantitative, and subjective. They are reciprocal and can be utilized together to create a more exhaustive comprehension of your client. In the following section, we will discuss some methods or strategies for customer research.

Online Surveys

Online Surveys are one of the most ubiquitous techniques to gather information from your customers. With the help of the latest technologies, researchers can obtain data within a few minutes at a fraction of the cost. This helps brands to access the data instantly without any hassles.

Telephone Interviews

Even though they give quicker input than mail reviews, the adequacy will be restricted by the available telephone numbers, especially since you can't request mobile phone numbers without authorization. Likewise, potential customers are frequently careful about being called and might be hesitant to offer something besides short responses.

Face-to-Face survey

Individual meetings led face-to-face can be on the more expensive side; however, they can give in-depth bits of knowledge from your clients. But they do require coordination with Store Operations, which may mean more specific time restraints.

Online Bulletin Boards

With this purchaser research model, customers pick a three-day "bunch discussion" driven by an expert mediator who offers conversation starters to members and tests answers for additional subtleties. This can be done remotely which saves cost and is more convenient but it still takes time to coordinate.

Consumer Quizzes and Questionnaire

Another undeniably well-known review strategy is to have a short pop up study on your site. This can help affirm a theory you have about your objective market or help characterize a product issue. Make sure to keep it short — pop up reviews are best when you stick to one inquiry.

Neuromarketing Research

With new technologies like Virtual Reality, traditional methodologies to obtain consumer data have become obsolete as they aren't engaging and reliable. VR allows Researchers to study consumers' minds and record involuntary muscle movements that can answer why consumers want what they want and what made them switch from one brand to another.


Consumer research is one of the most important tasks in a business because it's how you know what your customers feel about your product and services. These methods and strategies will help your organizations connect with the customers and create better experiences for everyone involved with your business.

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