Consumer Behavior Research Tools

Consumer behavior research is mandatory to estimate consumer preference.

Consumer behavior research tools are very important from a company's perspective as these enable the company in better understanding and comprehending consumer tastes, preferences and behavior. Once these are known, the company can take measures to provide the consumers the products they desire. The company understands about the consumers' switching habits and brand loyalty. To gauge consumer behavior, the company needs to interact with the users of their products. For this, it makes use of interviews, surveys, personal observation and focus groups.

Surveys

Companies conduct surveys to comprehend consumer behaviors. The survey comprises of a number of questions and the probable answers to them. For example, the consumer or the respondent, in this case, could be asked about his age or income bracket. These answers are filled in by a company representative. The respondent could be questioned at the market place. This is called a "face-to-face survey". If the respondent is asked these questions over the phone; it is a "telephonic survey". When the consumer takes the survey online, he is said to have filled in a "web survey".

Sometimes, companies post these surveys to the respondent at his mailing address. He has to fill in his answers and return the form back to the company. The postage is paid for by the company. This method is called a "mail-in survey".

Interviews

This mode could again be used at the market place or over the telephone. The interviewer asks the consumer questions like what she likes about this product, the flaws, whether she would stick to the product in the event of price rise, what additional features she desires in the product and the packaging. All the questions are open ended. The answers to these questions are as per the respondent's wish.

Observation

A representative from the company sits at the market place for a time to observe the consumers. The consumers are not aware that somebody is watching them. The representative projects that he is involved in his chores at the store. While carrying on with his chores, the representative mentally takes a note of the consumers' preferences, buying patterns and features that appeal to them. The representative then passes on the information to the company to take steps on.

Focus Groups

This method is deployed whenever a new company intends to enter the market or when an existing company wants to make a foray into production of newer products. This process, involving focus groups, is conducted at the market place. A representative from the company engages a number of people into discussion and asks them about their preferences and the flaws in the products existing in the market.

References

• University of Southern California: Consumer Research methods
• All Business: The Five Basic Methods of Market Research