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Diary Definition

A log where facts are recorded relating to a respondent's experiences or habits with a subject or product.

A diary, in marketing research terms, is a log that records a respondent’s experiences or habit in regards to experiences or habits over a period of time. That means a collection of thoughts, behaviors and experiences relating to specific products, services or activities. This qualitative data collection method offers in-depth insights into consumer behaviors and preferences. It provides a glimpse into the “'why” for consumer actions.

Who relies on a diary?

Marketing professionals and researchers, as well as product developers, look to diary entries to understand consumer experiences, usage patterns and emotions. These insights help those in the marketing industry to make informed decisions and develop strategies.

Why should I care about a diary?

A diary provides marketing professionals with a deeper look into real-time thoughts and experiences of consumers. This qualitative data provides a deeper look into consumer behavior that isn’t normally available through quantitative data alone. By grasping customer real-time thoughts and experiences, marketing approaches can be refined and customer satisfaction can be enhanced. A diary’s qualitative, human-centric approach helps create more resonant campaigns, enhanced products and services and stronger relationships with customers.