Consumer Behavior Research

The main purpose of the research is to obtain detailed information about the target group, its advantages, expectations, wishes. Polls and questionnaires allow you to fully explore the existing product market, to understand what place new products can count on. In the process of processing information, it becomes clear what adjustments should be made to production, pricing, promotion or advertising. Consumer research can be conducted several times at different stages of the release of a product or service. Initial surveys help to find out consumer expectations, assess attitudes towards competing products and the overall content of the market, determine brand recall and calculate the purchase intention index for a particular brand's product. After the product is released to the market, surveys allow you to understand the effectiveness of the advertising company, product recognition and its fundamental difference from competitors. At this stage, you can understand the correctness of the pricing policy, determine the need for accounting or other incentive programs. Separate studies are carried out during rebranding. The survey takes into account the target group of loyal consumers and newcomers whose attention needs to be won. Correctly conducted analysis will help with the further development of the brand, the release of related products and services.

How to conduct consumer research

The choice of methodology depends on what product or service is being promoted to the market. IMData offers comprehensive programs that include desk and field market research options. When determining the path, the time frame, the depth of study, and the volume of the target audience are taken into account. Consumer research in marketing traditionally includes the analysis of demand and preferences, the study of the target group, the identification of unsatisfied demand, the choice and study of a rational method of communication with consumers. The composition of the group and the number of respondents are determined individually. It all depends on the product, the pricing policy of the manufacturer and other points. For work, short or detailed telephone surveys, personal interviews, focus group discussions, a questionnaire survey (short or full) are used. The company has its own staff of interviewers and controllers who have undergone special training and constantly improve their skills. Brigades under the control of full-time specialists work not only in the capital, but also in the regions, which makes it possible to interview target groups from other cities or rural areas. Questionnaires and questionnaires are developed individually, taking into account the requests and needs of a particular company. Based on the results of surveys and work in focus groups, the data processing department analyzes the collected information and draws it up in the form of written reports. Upon request, the client is provided with working materials, in the process of work, all information is recorded and carefully checked. Optimization of work can significantly reduce cash costs and lower the final price for the consumer. The customer pays for a set of services, which is much cheaper than ordering each procedure separately. The company guarantees maximum transparency and authenticity of research, verification is possible at any stage. This approach eliminates errors and increases consumer confidence.