Market research and consumer behavior
Posted: Mon Jan 06, 2025 10:11 am
Market research and consumer behavior are two concepts that are closely linked to each other.
Nowadays we cannot conceive marketing without a good knowledge of the behavior of our consumers, and we cannot understand this behavior without market research and using the different tools that this discipline offers us.
That consumer behavior is changing! No one doubts that today!
We have gone from the passive consumer who had no choice but to believe what brands told them in a one-way manner, to the intelligent consumer (intelligent in the sense that they have much more information) and with many more tools to be able to make their consumer decisions.
We are moving towards a model in which information costs for consumers are falling (going shopping for a pair of trousers by going to twenty shops is not the same as going to a website and searching for trousers) which means they can search among many more alternatives.
Due to these changes, people's purchasing process is changing and companies are facing chile phone number new challenges in understanding consumer behavior.
Because we are moving from an old marketing paradigm (FMOT) to a new paradigm which is ZMOT, or what Google calls the ZERO MOMENT OF TRUTH .
We see that there are new purchasing models, such as ROPO (or REVERSE SHOWROOMER). This means that people search online and then go to the physical store to buy, or SHOWROOMER, which is the opposite, the consumer searches in physical stores and then searches online for the best deals and buys online.
Nowadays, companies have to be present at all times and have to be in all phases of the Funnel and know how people behave.
We must know what the consumer's Timeline is and build the Buyer Persona profile , which is to create a fictitious description of our typical client. Even assigning a name, sex, age, tastes, expectations...
Gain insight through market research
And when I say market research, I'm not referring to investing thousands of dollars. Today, small and medium-sized businesses can obtain a lot of information.
When it comes to market research and consumer behavior, the framework to follow is quite simple thanks to the Internet.
First we have to consider what we want to know about consumer behavior. Since we are in the digital age, it is quite easy. Let's observe social networks, when our audience connects and what they do on the networks. Is it active, does it follow, like on Facebook or retweet on Twitter... This is what we could call a first phase of observation.
Nowadays we cannot conceive marketing without a good knowledge of the behavior of our consumers, and we cannot understand this behavior without market research and using the different tools that this discipline offers us.
That consumer behavior is changing! No one doubts that today!
We have gone from the passive consumer who had no choice but to believe what brands told them in a one-way manner, to the intelligent consumer (intelligent in the sense that they have much more information) and with many more tools to be able to make their consumer decisions.
We are moving towards a model in which information costs for consumers are falling (going shopping for a pair of trousers by going to twenty shops is not the same as going to a website and searching for trousers) which means they can search among many more alternatives.
Due to these changes, people's purchasing process is changing and companies are facing chile phone number new challenges in understanding consumer behavior.
Because we are moving from an old marketing paradigm (FMOT) to a new paradigm which is ZMOT, or what Google calls the ZERO MOMENT OF TRUTH .
We see that there are new purchasing models, such as ROPO (or REVERSE SHOWROOMER). This means that people search online and then go to the physical store to buy, or SHOWROOMER, which is the opposite, the consumer searches in physical stores and then searches online for the best deals and buys online.
Nowadays, companies have to be present at all times and have to be in all phases of the Funnel and know how people behave.
We must know what the consumer's Timeline is and build the Buyer Persona profile , which is to create a fictitious description of our typical client. Even assigning a name, sex, age, tastes, expectations...
Gain insight through market research
And when I say market research, I'm not referring to investing thousands of dollars. Today, small and medium-sized businesses can obtain a lot of information.
When it comes to market research and consumer behavior, the framework to follow is quite simple thanks to the Internet.
First we have to consider what we want to know about consumer behavior. Since we are in the digital age, it is quite easy. Let's observe social networks, when our audience connects and what they do on the networks. Is it active, does it follow, like on Facebook or retweet on Twitter... This is what we could call a first phase of observation.