CONSUMER RESEARCH

Customer is the key word within any company’s marketing strategy. To establish an efficient strategy, one should well be familiar with their consumers. One should understand both quantitative and qualitative patterns of interaction with their consumers.

Be it quantitative or qualitative surveys, studying customers represents one of the key objectives in marketing research. To understand in-depth behavioral and motivation patterns, focus groups or home visits could be utilized. To understand the structure of customers, a quantitative survey could take place, allowing to distinguish and determine key segments. Customer surveys help answering the following questions:

• Who is the main customer of the promoted product?
• What are the target groups that comprise prospective customers? Segmentation.
• What image of a product, brand or company, affects customers’ choice?
• What are customers’ expectations from the product?
• What affects customers’ final decision?
• What are the qualities of the promoted product that prospective customers consider important?
• What is the process of usage or consumption of the product?

Experience of BRIF Research Group Related to Consumer Research.

Customer surveys are among the most common objectives that we face throughout our research activity. We wouldn’t exaggerate if stated that we started studying customers as soon as the company had been founded back in the beginning of 90s.

We hold numerous quantitative surveys tostudy customers:

• Customer satisfaction and loyalty survey
• Usage&Attitude survey
• Customer segmentation, typology
• Determining customer-behavior related trends
• Obtaining quantitative metrics related to customers and related market (market size, difference by segments, dynamics)

As well as qualitative surveys:

• Customer motivations, demands and aspirations
• In-store shopping participation (Accompanied Shopping) and home visits