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The consumer market place is in a constant state of flux. Consumer trends can change in a heartbeat, populations and demographics are perpetually evolving and chaotic economic forces make their effects felt on the high street almost instantly. Staying abreast of trends and tendencies is essential to any company which markets its products or services to the consumer; not only for devising effective marketing strategies but also in order to develop new products to meet the ever changing demands of the modern consumer.
Consumer market research is a time consuming affair if conducted in-house. Luckily many companies exist with the expertise and insight required to provide you with exactly the information you need when you need it.
Consumer Market Research Methods
There are a wide variety of ways in which pertinent information can be gathered from consumers for use in your business plans. These include:
- Telephone surveys
- Online surveys
- On-street surveys
- Door-to-door surveys
- SMS text surveys
- Focus groups
- Online panels
How to Commission Consumer Research
Different consumers respond to different methods of interaction so it’s vitally important to choose the right means of communication to get data from the consumers you want to hear from. If you want to get responses from as wide a selection of consumers as possible, or if your products have a broad audience, then you might wish to employ several techniques.
Which form of market research you opt for will also be determined by your objectives. If you want to know how consumers are likely to respond a new product range then a focus group would be an excellent way to gather unquantifiable responses or get a response from consumers actually handling and discussing your product. Focus groups also have the added benefit of enabling you to sit in or watch on video so you get first-hand experience of consumer opinions.
If you want to determine general trends in consumer attitude or behaviour then large scale surveys can provide data suitable for statistical analysis. The market research company should be able to carry out such research for you and present it in a clear way. Ask to see sample of the kind of research they’ve conducted before.
Choosing the audience for a survey or the participants for a focus group in a way that ensures unbiased answers for as large a sample of consumers as possible is key to obtaining accurate and useful results.
Quotes for Consumer Market Research
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