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Consumer Research

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Learning Outcomes

Highlight the steps in the consumer researchprocess.

Emphasize on setting specifc researchobjectives as the frst step in the design o a

consumer research project. Appreciate the purposes and types o secondaryconsumer research that is available or makingdecisions or planning uture consumer research.

Instill specifc eatures and applications o

dierent research methods to be carried out inconsumer research studies. !ollo" ho" each element o the consumer

research process adds to the overall outcome othe research study.

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#teps in $onsumer %esearch&rocess

'eveloping %esearch (bjectives

$ollecting ) Evaluating #econdary 'ata

'esigning &rimary %esearch ) $ollecting &rimary

'ata Analyzing the 'ata

%eporting %esearch !indings

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'eveloping %esearch(bjectives

Is it to segment the market or H' *elevision #ets+ *o fnd out consumer e,periences about cellular

phone+

*o determine "hat percentage o men use cologne+

!or ne" idea-s or products e,tensions or concept orpromotional campaigns positioning or re/positing o aproduct0 then Qualitative study is undertakeninvolving ocus groups ) one to one depth intervie"s

consumer participants to highly trained intervie"eranalyst "ho does analysis ) presents research report.

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I the purpose o the study is to fnd out ho"many target consumers there in the population"hat percentage consumer0 1ho use a particular

products ho" re2uently they use it 3sage&attern0 comes under Quantitative study "hichprovides inormation to derive strategic insightsabout ho" to better market a particular productto the appropriate consumer segment.

E,amples4 A jug o milk holds one gallon.

A painting is 56 inches "ide and 57 inches long.

A baby "eighs si, pounds and fve ounces.

A bag o broccoli cro"ns "eighs our pounds. A coee mug holds 58 ounces.

9ohn is si, eet tall.

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urposes ypes o econ ary$onsumer %esearch or 'ecision

:aking or &lanning !uture $onsumer

%esearch #econdary 'ata E,isting inormation available or research

purposes ) serves as a good starting point0

Internal #econdary 'ata

$onducted "ithin the company0

E,ternal #econdary 'ata

$onducted or ree or at a cost0

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Internal #econdary 'ata

&reviously collected in/house inormation gatheredor sales audit; customer service calls;

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E,ternal #econdary 'ata

=e"spapers

>ooks

(nline #earch Engines &ro?uest )

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Designing Primary ResearchSpecifc eatures & Applications o

Dierent Research ethods in

!onsumer researchQualitative Research 'epth Intervie"s

!ocus Broups

&rojective *echni2ues

Quantitative Research

(bservational %esearch

E,perimentation

#urveys

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Qualitative

Research

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Depth "ntervie#s

C-one /on/one-- Intervie"s

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$ocus %roups

$onsists o to 58 respondents meet "ith a analyst ora group discussion C-ocused-- on a particular product orproduct category according to research interest

*"o hours to complete ) usually conducted D times in

a day. %espondents are encouraged to discuss their interests;

attitudes; reactions; motives; liestyle; eelings about

the product or product category; usage e,perience

!ocus groups are being preerred because it takes lesstime overall to complete the study "ith having groupdiscussions generate a greater number o ne" ideas )insights

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Projective Techniques

In 2ualitative marketing research; projectivetechni2ues e,plore associations "ith brands;

symbols; products; advertising; and images.

It e,plores people-s subconscious eelings;

belies; and desires.

%espondents project their eelings and beliesabout other people or objects. In doing so; they

reveal eelings and belies about themselves. 1ith sensitive subjects; the techni2ue "orks "ell.

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Quantitative

Research

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Oservational Research

In/depth understanding o the relationshipbet"een people ) products is by "atching themin the process o buying and using products In#tores; in malls; "atching *F ) home0

>y "atching people; observational researchersgain a better understanding o "hat productsymbolize to a consumer and give insight into thebond bet"een people ) products that is theessence o brand loyalty

It is "idely used to understand the buying )consumption process

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'(perimentation

Its major application is test marketing $onducted ater conducting depth intervie"s; ocus

groups and survey research because there isrealization by the marketing frm that it still needs tosecure additional real/"orld eedback or a ne"product; service or marketing communicationsprogram beore it commits to ull time marketing rollout

*est marketing is about checking the actual response

o consumers to the marketing eort under actualmarketing conditions rom "hich they can have anidea about the response o the public as "ell over it

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Surveys

&ersonal Intervie" #urveys *elephone Intervie" #urveys

:ail #urveys

Email #urveys

(nline Internet >ased #urveys

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)o# 'lement o the consumer researchprocess adds to the overall outcome o

the research study

I a researcher is asked to develop asegmentation strategy or coee; he or she "ouldbe 5stcollect secondary data. *hen together "ithmarketing manager the researcher "ould speciythe parameters i.e. defne the sampling unit0 o

the coee market to be studied e.g. instant;decaeinated or regular ground coee drinkers0

A ?ualitative study then applied to gather ideasabout the consumer needs; motivation;perceptions; benefts sought ) attitude to"ards

coee drinking in general and to"ards specifcbrands through ocus groups in several areas ovarious countries "hich "ill give us an idea aboutproduct 2ualities ) consumer preerence

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:arketing manager then instruct the researcherto conduct 2uantitative research to study in orderto fnd the percentage rom the ocus groups.

Ater refning the 2uestionnaire o the researchdesign; a ull scale 2uantitative survey "ould belaunch in order to project the fndings to the totalpopulation o coee drinkers

*he analysis should cluster consumers intosegments based on relevant lie/stylecharacteristics and on attitudes; perceptions )habits

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