Consumer Market Research

The consumer market research analyzes the purchase- and consumption habits of customers.

Unlike the business-to-business market research the focus here lies on the end-consumer of products, goods and services.

The objectives of the consumer market research are very complex. Strongly simplified three thematic focal points can be differentiated:

• Motivating processes (analysis of motives and attitudes of consumers).
• Cognitive processes (research on perception, e.g. memorization of adverts or brand publicity).
• Research on consumers’ behaviour (e.g. use or purchase of products).