Research Topics:

Consumer Research

Industry/Market Focus:

Consumers

Content Type:

Glossary

Consumer Research Definition

Marketing research that yields information about the motives and needs of different classes of product users, buyers or decision makers.

Consumer research investigates consumer behaviors, preferences and attitudes toward products and services. Insights collected through the studies yield information about the motives and needs of various classes of product users, buyers and decision makers. Businesses and marketing research learn how consumers make purchasing decisions, what influences those choices and how customers interact with brands. The research is invaluable to marketing professionals and businesses because it provides a roadmap to drive better decision-making, successful products, enhanced marketing campaigns and improved customer satisfaction.

Who relies on consumer research?

Businesses, marketing professionals, advertisers and product developers use insights from consumer research to develop products that align with market demands, design impactful marketing campaigns and enhance customer experiences. Market researchers also rely on the research to collect, analyze and interpret data.

Why should I care about consumer research?

Consumer research provides valued insights that benefit businesses and marketing professionals, such as better decision making, more successful products, effective marketing campaigns and improved customer satisfaction.