Guide to Using Consumer Behavior Research

Guide to Using Consumer Behavior Research
What science can tell you that might help predict future sales growth.
By Toni Klym McLellan
There's an expression that past behavior is often the best predictor
of future behavior. That's the idea companies are banking on when
conducting consumer behavior research. By tracking past purchases and
returns, businesses hope to predict what products and services
consumers want.
Consumer behavior research can help your company in the following ways:
1. It builds predictability into marketing strategies.
2. It helps eliminate tactics that aren't working.
3. It enables companies to make their promotions more
customer-specific, thereby increasing the chances of repeat purchases.
Action Steps
The best contacts and resources to help you get it done
Study what others have done Know as 'secondary research,' companies
can peruse studies about similar firms or industries.
I recommend: The Market Research Portal at KnowThis.com contains a
section devoted to finding company and industry information. Look for
research on your market at trendwatching.com.
Conduct your own research So-called 'primary research' is another way
to track consumer behavior. Select marketing firms specialize in
tracking customer behavior through surveys, focus groups, and direct
observation or monitoring (such as 'cookies' used by Web sites to
track visitors preferences).
I recommend: You may have heard of Nielsen ratings for television,
but were you aware that AC Nielsen also does consumer behavior
research tailored to your business? Claritas also offers customized
behavioral profiles for purchase.
Sharpen your skills Keep up with the latest on consumer behavior
research by monitoring industry Web sites.
I recommend: The Association for Consumer Research publishes studies
on the mind of the consumer. Take a tutorial on buyer behavior at
KnowThis.com.
Tips & Tactics
Helpful advice for making the most of this Guide
Use customer feedback cards to gather some of your own information –
include a self-addressed, stamped one with each purchase.
Provide customer surveys with regular newsletters or at your web site.
Keep your eyes open while reading general marketing or business
magazines to spot trends in your industry or in market research.
Never underestimate the power of the Internet – make sure your
marketing department is tracking customer behavior while visiting your
web site, how long they spent on each page, etc. or ask your web
designer to implement a tracking system.
Ask around at trade shows and conventions to learn how your
competitors are tracking their customers' habits.
FEATURED LISTINGS
Consumer Survey Research - MaCorr Inc.
Full-service online market research firm specializing in the design,
data collection and analysis of online consumer market research
surveys. www.macorr.com
You may have heard of Nielsen ratings for television, but were you
aware that AC Nielsen also does consumer behavior research tailored to
your business? Claritas also offers customized behavioral profiles for
purchase.
Sharpen your skills Keep up with the latest on consumer behavior
research by monitoring industry Web sites.
I recommend: The Association for Consumer Research publishes studies
on the mind of the consumer. Take a tutorial on buyer behavior at
KnowThis.com.
Tips & Tactics
Helpful advice for making the most of this Guide
Use customer feedback cards to gather some of your own information –
include a self-addressed, stamped one with each purchase.
Provide customer surveys with regular newsletters or at your web site.
Keep your eyes open while reading general marketing or business
magazines to spot trends in your industry or in market research.
Never underestimate the power of the Internet – make sure your
marketing department is tracking their customers' habits.