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Consumer research is all about genuine curiosity. You’re not trying confirm your hopes and assumptions, or find insights that match your product or service. You’re going in with an open mind, ready to learn about how your target customers feel, think, and behave—and then shaping your actions around that.
The goal of consumer research can be finding fresh angles for your next marketing campaign or pinpointing specific features your products need. Essentially, whatever steps your business plans to take next, consumer research helps you make sure your actions are grounded in real, actionable insights about consumer behavior.
There are two main paths to take in consumer research—qualitative and quantitative. Mixing both gives you the clearest picture of what your audience needs and wants. In this guide, we’ll explore the ins and outs of consumer research, covering the when, what, why, and how.
Conducting consumer market research the right way will help you to get to know your present and future customers on a deeper level. It’s a step beyond creating buyer personas—you’ll be engaging with real people to understand their thoughts, needs, and feedback.
This kind of market research will give you valuable insights that can guide your decisions on product development, marketing strategies, and beyond. By focusing on what your target market truly wants and how people behave, you can tailor your offerings to better meet their expectations, give customer satisfaction a big boost and turn customers or users into loyal fans.
Conducting consumer research is worthwhile in countless scenarios. Here are three real-life examples where consumer research plays a great role in the success of different brands:
Can’t get enough? Here are more consumer insights examples.
See more consumer research examples
Check out this breakdown of how some awesome brands saw big wins from their consumer research.
If these examples make you want to get started with your own market research, then these tips will help you collect data that can blossom into impactful decisions.
The consumer research process isn’t about seeking out data to back up what you already believe (although it can be super helpful for that too!). It’s about exploring your target market with open mind, but it does help to be guided by a purpose.
Reflect on your company’s pressing needs or pinpoint which KPI is screaming for insights. Then, reverse-engineer your consumer research to address these areas directly and find what types of consumer profiling your research needs. This way you end up with insights that are more than just interesting—they directly impact and improve your business.
When you have your goals in mind, it’s time to start thinking of the right way to reach them. There are obvious research methods, like interviews and focus groups, but especially when combining quantitative data and qualitative research, surveys can be extremely valuable.
Here’s a list of methods to work into your research plan
And don’t forget about secondary methods. These can be incredibly useful to get an unprompted view of what people think about your brand:
The quality of your data depends on talking to the right audience, not just how many people you speak to. Surveys come in handy here because they let you connect with a large group of people all at once, while also giving you the flexibility to slice the data by different customer segments.
Here’s what to keep in mind when picking your audience:
When conducting consumer research, it’s smart to blend both primary and secondary data to get a complete picture. Secondary research gives you an overview of what’s already known. By tapping into existing studies, market reports, and industry insights, you can inform your research direction. This can save you time and resources by identifying gaps your primary research needs to fill, and what is already known.
Primary research, on the other hand, is your first-hand exploration. You’ll be directly engaging with your audience through surveys, interviews, and focus groups to gather fresh, specific insights relevant to your brand and objectives. Primary consumer research methods allow you to get fresh insights into consumer opinions, behaviors, and preferences that are directly applicable to your products or services.
Here’s a rundown of effective market research methods for both:
By starting with secondary research to set the stage, you ensure that your primary research is well-targeted, making your findings both relevant and actionable.
When you’ve collected both quantitative and qualitative data, the next step is to start connecting the dots. Look for recurring themes or surprising insights that might emerge from the data.
If you’re dealing with a lot of data, a market research platform like Attest can be a lifesaver. It’s designed to help you navigate through both numerical data and in-depth qualitative feedback efficiently. With the right tool, you can highlight the patterns that are most relevant to your business goals.
For those diving deep into qualitative data, sentiment analysis tools are handy for teasing out common attitudes or emotions among your respondents.
Whatever consumer research methods you use, the goal is to compile a report that doesn’t just present data but interprets it in a way that’s actionable and directly tied to your strategic objectives. Looking for patterns and trends is crucial, but so is understanding why those patterns exist and how they can inform your next moves.
6 simple ways to test consumer preferences
We run through 6 ways to test consumer preferences online and get answers to your burning questions in next to no time.
When it’s time to share your consumer research findings with stakeholders, here’s how you make sure your presentation resonates and drives action:
Using visuals like charts, graphs, and even video clips can make complex data more accessible. Also, consider distributing a summary report as a follow-up for those who may want to dive deeper into the data on their own time.
Putting your consumer research into action is what really makes a difference. Create a plan based on your findings, ensuring each department receives insights relevant to their area. Encourage teams to brainstorm and develop innovative solutions inspired by this data. Remember, insights are only as valuable as the actions they inspire.
Keep in mind that consumer preferences evolve. Continually plan for follow-up research so your future marketing decisions are based on the latest, most relevant insights. This ongoing approach keeps your strategies fresh and aligned with consumer trends.
Understanding your customers’ preferences and behaviors allows you to make informed decisions that improve product development, fine-tune marketing strategies, and sharpen your brand’s edge. That way, every decision contributes to your bottom line.
Regular consumer research helps you stay in the loop on emerging trends, so you can adapt quickly and keep your competitors in the rearview mirror.
Dive deep into the psyche of your target audience to craft marketing messages that resonate on a personal level. Consumer research uncovers the emotional and psychological triggers that lead to more engaging and memorable campaigns.
Create products that people love having and using. By understanding the nuances of consumer needs and preferences, you can innovate in ways that turn casual customers into loyal advocates.
Our research experts have crafted a bunch of super useful guides and tips on how to run great market research—check out the Consumer Research Academy.
Here are some quick tips to get you started:
By understanding your customers deeply, making creative and strategic decisions becomes easier than ever. Explore how market research tools can streamline your efforts and unlock new insights at Attest.
Check out this breakdown of how some awesome brands saw big wins from their consumer insights.
VP Customer Success
Sam joined Attest in 2019 and leads the Customer Research Team. Sam and her team support brands through their market research journey, helping them carry out effective research and uncover insights to unlock new areas for growth.
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