In recent years, advances in psychology and psychoanalysis have allowed consumer research to achieve unprecedented precision. Even the way a customer moves their mouse around an online store's website can provide a wealth of information about their purchasing tendencies. In this case, how do you conduct consumer testing?
Due to the complex nature of the purchasing process, consumer research (or consumer insights) is divided into several methods . Each is designed to understand a different type of stimulus that influences the customer.
Secondary market research is based on data that has already been collected, often by third parties such as Google Shopping. This type of secondary data collection from different sources is often referred to as “desk research.”
In primary consumer needs research, however, this information is obtained directly from the specific target group.
The type of information we want to obtain is also important. They are divided into quantitative and qualitative. I Quantitative data describe the behavior of the entire research group and are easy to analyze. They allow a broader view to be obtained and, based on a carefully selected research sample, their results can be generalized to a larger group of people. An example would be the opinion on the service on a scale of 1 to 5 that a customer leaves at the checkout of a clothing store.
Qualitative data is more difficult to analyse, but is often more valuable to those commissioning research into consumer behaviour. Therefore, a combination of both methods often yields the best results. However, it is worth noting that, despite their greater accuracy, qualitative surveys are not conducted on a sample group and cannot serve as a basis for broader conclusions. In-store, a survey based on qualitative data could take the form of an open-ended question. For example, "What changes can we make to make your shopping experience easier?" Depending on what information the business owner is seeking about customers, he or she will need to use appropriate qualitative or quantitative research techniques.
Consumer Research Techniques