Consumer research is an invaluable tool in gathering data to identify how to optimise concepts to become their best.
There are various ways in which consumer research can be undertake, here are brief descriptions of the approaches I use:
Qualitative Research Programmes
This is the perfect method to assess emotive responses to broad and complex elements within designs. Conducted face to face, moderated focus groups can provide a rich vein of in-depth qualitative data.
This method allows in-depth exploration of all the various components of a product, brand and packaging through sessions which typically are 1.5 hours in duration.
Quantitative Research Programmes
Online quantitative research programmes are the perfect tool to verify qualitative consumer research findings. This allows large numbers of respondents to be questioned through online surveys with responses scored automatically.
Straw Poll and Vox Pops Research Programmes
Ad-hoc straw poll and Vox Pop street video interviews are a useful starting point and their speed of implementation, low cost and high visual impact make them invaluable.
Collectively, these methods provide the foundation for the strategic direction of a product concept, incorporating brand positioning, proposition and essence.
If you’d like to discuss how I can help you through consumer research, call or email for a chat.
Take a look at Brand Acceleration for some insights into how I optimise food development activity.
And take a look at BoomBod as an example of my work.