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Observation: Consumer Analysis Through

Consumer analysis can be conducted through observation, interviews, and surveys. Observation involves trained researchers watching consumer behavior in natural market conditions to provide detailed information. Interviews are one-on-one sessions lasting 20 minutes to an hour to gather feedback from customers. Surveys sample a portion of the population to understand shopping behaviors through carefully designed questions administered via mail, telephone, web or in-person.

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edilberto perez
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221 views16 pages

Observation: Consumer Analysis Through

Consumer analysis can be conducted through observation, interviews, and surveys. Observation involves trained researchers watching consumer behavior in natural market conditions to provide detailed information. Interviews are one-on-one sessions lasting 20 minutes to an hour to gather feedback from customers. Surveys sample a portion of the population to understand shopping behaviors through carefully designed questions administered via mail, telephone, web or in-person.

Uploaded by

edilberto perez
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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CONSUMER ANALYSIS

THROUGH :
OBSERVATION
OBSERVATION IS A MARKET RESEARCH TECHNIQUE IN
WHICH HIGHLY TRAINED RESEARCHERS GENERALLY
WATCH HOW PEOPLE OR CONSUMERS BEHAVE AND
INTERACT IN THE MARKET UNDER NATURAL
CONDITIONS. IT IS DESIGNED TO GIVE PRECISELY
DETAILED AND ACTUAL INFORMATION ON WHAT
CONSUMERS DO AS THEY INTERACT IN A GIVEN
MARKET.
TYPES OF OBSERVATION

 Disguised vs Indisguised Observation


 Direct vs Indirect Observation
 Structured vs Instructured Observation
 Human vs Mechanical Observation
Consumer Analysis through:

INTERVIEWS
- Also called one on one interview
- Usually 20 minutes to 1 hour
- Session is usually recorded
Customer interviews and focus groups to validate these topics:

1.“We want to know who is our likely target customer.


2.We want to prioritize the features we develop now rather than later.
3.We want to know if there is any market for our product and if we should
even build what we’ve planned.
4.We want to test our narrative and positioning.
5.We want to learn which other solutions are the closest comps.
6.We want to understand how to price.”
Consumer analysis through survey
Consumer Survey

 A market analysis should include local survey research


to fully understand the uniqueness of your particular
market and its consumers. Consumer surveys can
provide information on when, where, why, how and for
what people shop.
Conducting Survey Research – An Overview

 Surveys are conducted to obtain data that can be used to


assess trends and conditions, advance understanding, test
theories, develop policy recommendations or business
strategies, and much more. Surveys can be conducted by
questionnaire (in writing) or by interview (by phone or
in person).
Sampling

 Sampling consists of selecting a small portion of a


population as representative of the whole population. It
is this sample that you would actually survey. When
sampling, you need to give all members of the
population the same chance of being selected.
Question Design

 Survey questions must be carefully worded, double-


checked by a fresh pair of eyes, and pretested to insure
they are understood the way you intend them to be. A
poorly worded question will greatly increase the chance
of response error and limit the usefulness of the survey
data you collect.
Mode of Data Collection

 A survey can be administered by mail, telephone, web,


or face to face—either one by one such as in a “sidewalk
intercept survey” or in a focus group. Each of these
survey alternatives, as discussed later in this section,
have both benefits and shortcomings.
INTERPRETING DATA

 Once you deem the dataset complete, you can begin


using it to address the research questions previously
identified. For survey research, you may want to
calculate the average, mean, median, or variance. Or you
may want to estimate the association between and among
key variables of interest.
COMMUNICATING RESULTS

 You can tailor communication of the results of your


survey to different audiences. For example, a short news
release with key information should be sent to the local
media outlets.
Closing Thoughts

 Like all social science research, you must administer


your survey in ways designed to avoid risks to the
respondents, participants, and interviewers. Federally-
funded research must meet certain criteria for protection
of human subjects.
Types of Consumer Surveys

• Written Surveys
• Web-Based Surveys
• Intercept Surveys
• Focus Groups

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