Understanding consumer behaviour is a broad and complicated task, but with the right research mix you can start to get a detailed understanding of your clients and their motivations.
what’s consumer behaviour?
Consumer behaviour is the study of people and organizations and how they select and use services and products. It’s mainly concerned with psychology, motivations, and behaviour.
The study of consumer behaviour includes:
How consumers think and feel about different alternatives (brands, products, services, and retailers)
How consumers reason and select between different alternatives
The behaviour of consumers while researching and shopping
How consumer behaviour is influenced by their environment (peers, culture, media)
How marketing campaigns can be adapted and improved to more efficiently influence the consumer
These considerations are affected by 3 factors:
Personal factors – an individual’s interests and opinions. These will be impacted by demographics like age, gender, culture, profession, background and so forth.
Psychological factors – Everybody’s response to a certain advertising campaign will be based on their perceptions and attitudes. an individual’s capability to comprehend info, their perception of their need, their attitude, will all play a part.
Social factors – Peer groups, from friends and family to social network influence. This factor also includes social class, income, and education level.
Collecting consumer behaviour data
As the motivations that influence consumer behaviour are so wide, a research mix including a wide range of data will be the most robust. Some are more cost efficient than others.
Client Reviews – Reading client reviews can highlight common problems or wishes.
Q and A sites – These sites can give you an idea of the questions and concerns that individuals have in relation to your brand, product or service.
Surveys – Online surveys may be easily set up with sites like Survey Monkey and let you ask specific questions.
Focus groups – Bring a group of consumers together and ask them questions directly.
Keyword study – A mainstay of Search engine optimization, keyword study can tell you what consumers are intrigued in and the relative level of interest. It also can help to uncover the language they’re using.
Google Analytics – Analytics may be utilized to tell you where your traffic is coming from. The Audience tab shows geography, interests, and a wide range of demographics.
Competitor analysis – This could provide useful info about consumers which are shopping in your vertical but don’t buy from your brand. Read our post on the top competitor analysis tools.
Blog comments – Comments on your website can be a great way of discovering any questions your audience could have.
Twitter Insiders – Twitter lately launched Insiders, a 12,000 strong focus group of US and UK Twitter users.
Google trends – Google Trends can assist you to understand if a topic is becoming give or take popular.
Government data – Government data is available for free and may help you understand a group, and several other sources may also be accessed without charge.
Social network – Millions of individuals reflect their lives on social network, so info that may enrich several strands of consumer behaviour can be uncovered with the proper tools.