Types of Marketing Research Consumer Research

Consumer Research Used to determine buying behaviours Results help a marketer to make decisions about the consumer market

Awareness, Attitude, and Usage Studies AAU for short Unaided awareness How many shoe manufacturers can you think of in 15 seconds? Top-of-mind awareness

Awareness, Attitude, and Usage Studies Aided Awareness Nike Reebok New Balance Airwalk British Knights Etnies DC And1

Awareness, Attitude, and Usage Studies Attitudes: Which of those shoe brands is the highest quality? Which has the best brand image? Which ones are cutting edge, and which ones are outdated?

Awareness, Attitude, and Usage Studies Heavy Users Medium Users Light Users Non Users Combine with rest of consumer profile Use to determine marketing decisions brand image key messages media channels to target

Consumer Segmentation Analysis Groups potential customers into target markets Based on: demographics geographics psychographics What is the target market for:

Market Dimension Analysis What influences purchasing decisions for the product’s target market? Use to develop brand image, slogans. key messages in advertisements

Product Research Impact of product attributes: What do consumers want? colour packaging flavour size texture design sound What do consumers want? Will changing the product be worthwhile?

Media Research Segment consumers based on preferred media Print (newspapers, magazines) Web Television Radio Others: transit ads, billboards How many people within the target market will be reached?

Consumer Tracking Devices ? ? ?

Consumer Tracking Devices Sensors on shopping carts, bar code scanners, smart coupons Gather info without consumers’ knowledge Help determine store layout, displays, product placements

Motivation Research Psychological research into buying behaviour Motives that influence purchasing decision emotional rational Coffee study

Consumer Satisfaction Studies Customer feedback Compare with competition Measure gap between actual and ideal Ongoing research Longitudal studies

Advertising Research How to convey message most effectively Test ads in focus groups Surveys: day after recall unaided aided Sales volume measurements Where did you hear about this product/store?