Potential customers research

It is impossible to do business successfully without understanding your target audience. Many people who are not familiar with the process of creating an advertising campaign may think that developing a promotion strategy is a fairly simple process. It is enough just to choose a product, understand its main advantages and benefits over competitors, and then present the product to the end consumer.

It is clear, but a little oversimplified. In a very tough competition, you need to take into account various factors that in one way or another may affect profitability. In this case, it is very important to research potential buyers, which allows you to determine their behavior, basic needs, psychological and emotional reactions to the product.

What is marketing research of customer behavior for?

The main goal of an advertising campaign is to increase consumer demand, to attract the attention of potential customers. First of all, it is aimed at meeting the needs and desires of consumers. For this to be possible, you need detailed information about your target audience.

Many managers abandon independent and professional marketing research of buying behavior to save money and rely entirely on their personal ideas or their close circle, which are often far from reality. This is a very serious misconception that negatively affects brand promotion. On the contrary, such an analysis will help prevent misuse of funds on advertising campaigns and other methods of promotion that do not bring results.

Basic research methods

Consumer behavior can be studied in different ways:

• Interview. A questionnaire of open (assuming detailed answers) and closed (answers in the "yes" or "no" format) is drawn up. It should not be too large, so as not to take a lot of time from potential customers. The survey is conducted via the Internet, telephone or in person at retail outlets or on the street.
• In-depth interviews. A group of respondents is assembled to answer specific questions in detail. For example, what emotions they experienced when they saw an advertisement for a certain product, what purchase motivations they were guided by, etc. This format involves talking in private with the respondent so that other participants cannot influence his opinion.
• Focus groups. Participants, who are representatives of the target audience, are selected. The conversation takes place in a group, as opposed to an in-depth interview. The process is led by a moderator who asks questions to all respondents. Carrying out this technique, it is necessary to take into account that an open communication format involves the influence of some participants on others, listening to other people's opinions.

Conducting customer research is a complex process that requires professional training. The leading specialists of our agency, who have more than 10 years of experience in the field of marketing research, are ready to help you in studying your target audience so that you can successfully sell your product or service, as well as minimize advertising costs.