Expertise · 02
Consumer Insights
Don’t just know your customer. Understand what makes them choose.
Consumer insights for brands that need to understand behaviour — not just collect opinions. Consumers decide for reasons that are not always obvious: price, habit, trust, convenience, perception, social influence, familiarity, availability or quality. Often several at once.
Shoppers in a Moroccan medina
What we investigate
What are your consumers really telling you?
Awareness
Do people know your brand or category?
Perception
What does your brand represent to them?
Preference
Why do they choose one product over another?
Purchase drivers
What actually influences the purchase?
Barriers
What prevents purchase?
Price sensitivity
How does price affect consideration and purchase?
Switching
What would make consumers change brands?
Unmet needs
What is the market currently failing to solve?
Segmentation
Which consumer groups behave differently — and why?
From “what” to “why”
From “What do consumers say?” to “Why does it matter?”
A survey can tell you that consumers prefer one product. The more useful question is why. Is it price? Quality? Trust? Availability? Packaging? Country of origin? Brand familiarity? Social influence? Previous experience? The answer determines what you should do with the finding.
Methods
Our consumer research can include.
The method follows the question. We combine quantitative and qualitative approaches where the decision requires it.
- Online surveys
- Face-to-face surveys
- Consumer interviews
- Focus groups
- Concept testing
- Brand perception studies
- Customer satisfaction research
- Price research
- Product research
- Usage & attitude studies
- Segmentation research
- Post-purchase research
- Mystery shopping
- Field observation
Research should end with a decision
That is where data becomes insight.
Not
“68% of respondents said…”
But
“This finding matters because…”
And
“This is what it could mean for the brand…”
And
“These are the questions to investigate next…”
Where it applies
Especially powerful for FMCG and retail — relevant far beyond.
FMCG & retail
What consumers buy, where and how often; which brands they consider; what makes them switch; acceptable prices; how packaging and promotions influence choice.
Beyond FMCG
Customers and users across healthcare, financial services, hospitality, real estate, education, technology, professional services and other consumer-facing sectors.
Deliverables
What you receive.
Depending on the research question, outputs can include:
- Consumer profiles and segments
- Purchase-driver and barrier analysis
- Brand perception and competitive comparison
- Price sensitivity findings
- Concept and product test results
- Implications and recommended next questions
Selected engagements
Consumer research in practice.
Client identities are protected. What we can share is the question, the approach and the outcome.
Do you conduct consumer surveys?
Yes. Depending on the research question, we use online or face-to-face surveys, focus groups or other appropriate methodologies, alongside qualitative and field research where relevant.
Which consumer research methods do you use?
The method follows the question. Depending on the objective, we use online and face-to-face surveys, consumer interviews, focus groups, concept testing, brand perception studies, price research, usage & attitude studies, segmentation research, post-purchase research, mystery shopping and field observation.
Can you conduct research in specific locations?
Yes. Projects can be designed around particular cities, regions, channels, customer segments or other geographic criteria where appropriate.
Start a conversation
Understand what makes your customers choose.
Tell us what you need to understand about your consumers. We will design the research around the decision it should inform.