1. Types of Marketing Research
Consumer Research

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

3. 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

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

5. 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Which ones are cutting edge, and which ones are outdated?

6. 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

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

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

9. 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?

10. 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?

11. Consumer Tracking Devices? ? ?

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

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

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

15. 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?