Consumer research guide: best process and examples

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.

What is consumer research?

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.

When is customer research useful? 3 Examples

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:

• Bloom & Wild wanted to rethink the Valentine’s Day cliché of red roses, so they turned to consumer research. Consumer research studies revealed that a significant majority of people preferred thoughtful gifts to traditional ones, leading Bloom & Wild to launch a “No Red Roses” campaign. The result? A surge in sales, buzz, and brand recognition, proving the power of aligning with consumer sentiments.
• StudentUniverse is a travel booking platform for students that used consumer research to tap into the minds of young travelers. The findings allowed them to tailor marketing efforts and underscore their authority on student travel needs and preferences, which ended up boosting brand credibility and engagement.
• The stroller company Bugaboo used consumer research to fine-tune the propositions for three new models. Through direct feedback from parents and expectant parents, Bugaboo could distinctively position each stroller, catering to specific consumer needs and lifestyles, and enhancing their product development process.

Can’t get enough? Here are more consumer insights examples.

How to conduct consumer research: the best process

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.

Set customer research goals in line with your business KPIs

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.

• Identify your focus areas: What’s really keeping you up at night? Is it customer loyalty, acquisition costs, or something else? Which area of your business could benefit most from a deeper understanding of your customers?
• KPI alignment: Identify the key performance indicators (KPIs) that matter most to your brand. Decide this early on to shape your research with precision.
• Design backwards: with your goals as your North Star, craft your research. Every question, every method, should be chosen for its direct line to lighting up those KPIs.

Choose a consumer research method

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

• Surveys are versatile, allowing you to mix quantitative questions for those easy-to-measure insights with open-ended questions that dive deeper. They’re especially great when you’re looking to balance scale with depth, and numbers with nuances.
• Interviews are your go-to when you need to explain certain consumer behaviors, decisions, or feelings. They are also great for exploring new areas or when you’re looking for detailed feedback on specific aspects of your product or service.
• Focus groups help you get real reactions to concepts or campaigns and can provide a wealth of qualitative data. The group dynamic can also spark new ideas or discussions that wouldn’t come up in one-on-one sessions or written research interactions.

And don’t forget about secondary methods. These can be incredibly useful to get an unprompted view of what people think about your brand:

• Review mining: Sometimes, unsolicited feedback is more than welcome. Digging into online reviews offers you an unfiltered view into what people really think about your products or those of your competitors.
• Social listening: Keeping an ear to the ground on social media can help you catch real-time consumer sentiments, emerging trends, or issues that need addressing.

Select the right consumer segment to research

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:

• Relevance to your goals: Make sure the people you’re surveying are the ones who can provide insights relevant to your objectives.
• Diversity of views: Include a range of demographics or user types to get a full picture.
• Behavior and usage: Consider how different segments interact with your category or product for more tailored insights.

Conduct consumer research for primary and secondary data

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:

• For primary research:
  • Surveys: Quick and efficient, reaching a wide audience to gather fresh insights.
  • Interviews: Deep-dive conversations for nuanced understanding.
  • Focus groups: Group dynamics can reveal new insights through discussion.
• For secondary research:
  • Industry reports: Broad trends and benchmarks.
  • Competitor analysis: See where you stand in the market.
  • Social listening: Understand public sentiment and topics of conversation.

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.

Analyze the data to identify patterns and trends

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.

Communicate findings to your stakeholders

When it’s time to share your consumer research findings with stakeholders, here’s how you make sure your presentation resonates and drives action:

1. Highlight real voices: Instead of relying solely on numbers and averages, bring in quotes or examples from respondents to paint a vivid picture of your target customer. This approach adds a human element to your data, making the insights more relatable and impactful.
2. Verify your findings: Before presenting, take a critical look at your data. Consider different interpretations and prepare to address potential questions from stakeholders. This shows you’ve thoroughly vetted the information and aren’t just presenting surface-level insights.
3. Focus on action: Don’t stop at what the data says; discuss what it means for your business. Suggest concrete steps that could be taken based on the research, outlining potential impacts.
4. Explain your methodology: Give a brief overview of how the research was conducted and the measures you took to ensure data quality. This builds trust in the research process and the findings.

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.

Action your findings

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.

Understand where more insights are needed

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.

The benefits of consumer research

1. Drive better results with data-driven decisions

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.

2. Win and maintain market share

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.

3. Launch more original and impactful marketing

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.

4. Develop products that have fans, not just users

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.

Tips and best practices for conducting customer research

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:

• Start with why: Before diving in, clarify why you’re conducting research. Knowing your goal shapes the entire process and ensures relevancy.
• Ask with intent: Formulate consumer behavior survey questions that are to the point, clear and serve a purpose.
• Listen more, lead less: Let your participants do the talking. The more open you are to their feedback, the richer the insights you’ll gather.
• Segment wisely: Tailor your research to specific segments of your audience for more targeted insights.
• Keep it conversational: Whether in surveys or interviews, a conversational tone can elicit more genuine responses.
• Visualize your data: Charts and infographics can make complex data more accessible and engaging for your team.
• Act on feedback: Insights are only as valuable as the actions they inspire. Implement findings to continuously improve your offerings.
• Research on repeat: Consumer trends evolve. Regular research keeps you aligned with your audience’s changing needs and preferences.

Final thoughts on customer & consumer research

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.