Consumer Research

Consumer research is an immersion in the environment of people who may be interested in a brand, using effective marketing tools. The results of the work help to fully unlock the potential of the brand, enrich the range with promising ideas, get rid of broken solutions, freeing up the team's resources for important things.

How audience knowledge helps a business grow

Audience research is a good tool for solving companies' problems. He gives the command:

understanding the needs and preferences of the audience;
identifying market opportunities;
ways to improve products;
improving marketing efficiency;
optimization of pricing strategies;
the opportunity to increase customer loyalty and improve the experience of interacting with the brand;
reducing risk and uncertainty;
stimulating the development of new products and services.

Studying the audience becomes a booster for reviewing the strategy, building plans for development without fear of making a wrong step.

Types of research

When studying an audience, it is important to communicate with people directly and analyze their behavior from the outside. Based on methodological features, consumer research can be divided into several types.

Cabinet and field offices. Office rooms allow you to get important information about the audience without leaving the office. Field research takes place beyond desktops and spreadsheets, immersing researchers in the natural environment of consumers.

Qualitative and quantitative. In the course of qualitative research, the experience and opinions of individual people are deeply analyzed. Quantitative ones allow us to draw conclusions based on statistical data, but at the same time cover a larger number of respondents.

Each type has advantages, but their true potential is revealed through strategic integration and synergy. Only by conducting an extensive analysis can you assess the full picture of audience behavior.

Basic Consumer Research Tools: Fabula Branding Dictionary
Let's describe the main tools that our team uses when conducting research.

Surveillance — collecting information about consumer behavior and reactions in a familiar environment.

Surveys are the study of people's opinions using specially designed questions in oral, written or electronic form.

In—depth interviews - an individual conversation on open issues to identify hypotheses.

Expert interviews — conversations with experts on the topic under study to immerse themselves and identify hypotheses.

Online panels are a quantitative study of the opinion of the mass consumer by online questioning of a set number of respondents.

Hall-test/tasting — testing of certain properties of a product and gathering opinions using a specially designed questionnaire.

Our task is a comprehensive study that will help us find brand growth points and determine the set of services needed for further work. After conducting consumer research, the Fabula Branding team analyzes the results and makes a list of recommendations for business development.