Why Is Consumer Research Necessary?

[Purvi Dalvi]

What is a communication campaign without its audience? You may come up with the most creative campaign idea and an award-winning marketing strategy, but all of it works only if you understand who your audience is. How well you know your audience decides how successful your communication campaign will be. Several companies have spent years and a massive chunk of their resources to understand their target audience.

You work so hard on your product to make it the best offering in the market, but it does not reach the right audience. All resources spent goes down the drain. Hence, you must do thorough consumer research for your company.

What is it?

Consumer research is a technique that helps answer the question: To who do I want to focus my product and communication campaign? When you launch the product or service, some consumers will love your product, some may dislike it, and others neutral. Your job is to identify those who prefer it. They are the ones that drive the sales of your company and bring profit.  

The most important thing here is consumer segmentation. The market is very heterogeneous and complex. It should be segregated and segmented into proper groups that know to understand and differentiate. Under consumer segmentation, people get grouped into segments based on some commonalities. These commonalities divide your audience and develop tailor-made messages that are impactful.

How does consumer research help?

Consumer research is so important because once you find your audience, a solid foundation for the business is ready. The other ways they are helpful are:  

Consumer first

They are your priority, and this allows you to come up with the most effective way to reach out to them with your campaign message and product.

Use resources rightly

Irrespective of the size of the company, you fall short of resources if you do not use them correctly. It does not make sense to invest in a campaign that caters to an audience but instead focuses on marketing to your niche.

Keeps you relevant

Your target audience unrecognising your brand is the biggest campaign communication failure. Consumer research lets the consumers resonate with your brand and product, keeping you highly relevant.