Quantitative consumer research

Personal (face-to-face):

is one of the main methods of collecting quantitative data, in which the interviewer communicates directly with the respondent on a structured questionnaire. Personal interviews may be conducted at specific points of sale, at the place of work or residence, as well as on the street. Interviews face-to-face help solving the following goals and objectives:

  • Determination the level of recognition of brand
  • Advertising campaign effectiveness analysis
  • Definition of optimal price for a new product or service
  • Research of consumer behavior
  • Segmentation of consumer by features of consumer behavior
  • Revealing the hidden characteristics of consumer behavior
  • Market capacity evaluation
  • Analysis of media preferences of consumers
  • Definition the attitude of potential consumers to a certain product or service, etc.

Online surveys:

Accordingly to this method, the questionnaire, which respondent fills in, is placed in the Internet with open or limited access.

Most of the respondents that fit their characteristics to Customer requirements, are informed about the survey and are sent the link to the survey. The main advantages of online surveys are quite low cost and speed of data collection and processing. A Customer can get tabular report immediately after the last respondent enters his personal data.

Telephone interviews (САТІ):

This is one of the methods of collecting quantitative data, in which the communication between  interviewer and respondent occurs on a structured questionnaire using the telephone up to 15 minutes. Main indicators, which can be obtained during the telephone interview:

  • the level of brand awareness
  • loyalty to brand
  • the level of consumption of goods of certain brand
  • effectiveness level of promotional activities
  • the level of advertising memorability, etc.

Method can be used to poll individuals (people) as well as legal entities (organizations).

The main advantages of CATI surveys are the optimal cost and speed of data collection and processing.

Hall tests:

the group of respondents are testing goods, packaging, advertisements, product promotion concepts, interior premises, etc., and then are filling in questionnaires, using which it is possible to explore the perception of respondents for certain product, as well as assess the acceptable price for tested product.

The hall-test allows to solve different marketing tasks: assessment of names, appearance and taste of products as well as identifying priority promotion concepts.

Retail audit:

implies studying the assortment, prices, as well as tactics for goods promotion in retail outlets. Retail audit is used to solve such tasks:

  • the definition of market share of a product
  • comparison of assortment of competing companies
  • definition of free or unsaturated market niche
  • positioning adjustments, etc.
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