Consumer understanding blends elements of sociology and applied psychology to answer the key questions – “who” and “why” . This type of research aims at unravelling the underlying motivations to explain behavioural manifestations among consumers in any given product or service. Consumer understanding is a broad research head which can be broken into different sub-segments such as Consumer profiling research, Consumer Behaviour research, Usage & attitude research.
Consumer understanding research aims at decoding how consumers feel, think, react to certain stimuli from marketeers and hence its impact on their behaviour. This technique of market research helps marketeers in targetting their audience better in terms of demographic and psychographic variables thereby enabling focussed marketing efforts.
Broadly speaking, there are four key aspects to understanding the customer:-
Who is he – demographics
What is his state of mind – psychographics
What is his category orientation –Payoffs sought and how the payoff is decoded and delivered in the category
Emergent, established and diminishing values in the category
The outputs from such studies result in a proper consumer segmentation with sizes and triggers to target each segment.
AZ Research Partners brings experience and expertise of conducting consumer profiling and segmentation studies across categories across the region.
Usually, key output from this type of research is segmentation of the consumer base to identify, size and profile key segments which operate in the market.
AZR brings experience and expertise of conducting consumer profiling and segmentation studies across categories.
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