As we enter a new year, businesses need to stay ahead of the curve when it comes to understanding their consumers. Consumer research is a vital tool for understanding what consumers want and need, and how to best meet those needs. The question “how to do better consumer research in 2023” is, therefore, one that deserves an answer. The good news is that there are several key strategies that businesses can use to improve their consumer research efforts.
Without a doubt, the year 2022 was a tumultuous one for businesses all over the world. Despite having emotionally moved on from COVID-19, the pandemic’s aftereffects continued to have a significant impact on businesses. With disruptions in the supply chain, rising inflation, political instability, and the European war, it was truly a time unlike any other in recent history.
Faced with major disruptions after another, brands were forced to adapt to their ever-changing circumstances, constantly adjusting their offering to align with what consumers wanted, when they wanted it, and how they wanted it. Businesses can truly keep their finger on the pulse only by recognizing evolving consumer sentiment and market understanding through research—tech-driven, agile, scalable research.
Interestingly, automation has accelerated innovation in the consumer research industry, as technology has to propel it. This has also made it easier to solve the problem of how to do better consumer research in continued2023 and beyond.
What is consumer research?
Consumer research is the practice of determining a target customer’s preferences, attitudes, motivations, and purchasing behavior. To gather this information, a variety of customer research methods are used to identify and categorize shared traits among different customer groups. These are then used to create marketing campaigns aimed at a specific segment or persona.
Consumer research is essential for improving your product and marketing to customers who want to transact with you. When it comes to helping your company consistently increase its revenue year after year, interviews and surveys are some of your best friends among other customer research methods.
Why conduct consumer research?
Marketers can use customer research to get to the heart of what people want. Customer data is not about internal issues, personal agendas, or even arbitrary priorities. Customer buy-in determines the success or failure of a business. Your customers are the driving force behind sound business decisions. So, their opinion counts!
Proven steps on how to do better consumer research in 2023
1. Make use of online tools and platforms
With the rise of the internet, online tools and platforms have become an increasingly important part of consumer research. Online platforms and trackers allow businesses to create and distribute surveys quickly and easily. Social media platforms like Facebook and Twitter also provide valuable data on consumer behavior and preferences.
2. Use a variety of research methods
To get a complete picture of consumer behavior and preferences, it’s important to use a variety of research methods. Surveys, interviews, focus groups, and ethnographic research are all valuable methods for understanding consumers. It is also great to combine qualitative and quantitative insights for a better understanding of consumer needs. By using multiple methods, businesses can get a more complete picture of their target market.
3. Incorporate big data and analytics
Big data and analytics have become increasingly important in consumer research. By analyzing large sets of data, businesses can identify patterns and trends in consumer behavior. Tools like R and Python allow businesses to analyze data quickly and easily, making it possible to process large amounts of data.
4. Utilize AI and machine learning
Artificial intelligence and machine learning can also be used to improve consumer research. These technologies can be used to analyze data, identify patterns, and make predictions about consumer behavior. By incorporating AI and machine learning into their research efforts, businesses can gain a deeper understanding of their consumers.
5. Get help from experts
Consumer research can be a complex and time-consuming task, and it’s often best to get help from experts. Survey54 is a consumer research expert team that provides market research services across the African continent. Our team can help businesses design and execute research studies, analyze data, and make actionable recommendations.
By following these strategies, businesses can improve their consumer research efforts in 2023. By using online tools and platforms, incorporating big data and analytics, and utilizing AI and machine learning, businesses can gain a deeper understanding of their consumers. Additionally, getting help from experts like Survey54 can help businesses design and execute research studies that provide valuable insights.
In conclusion, as we forge ahead in 2023, businesses need to stay ahead of the curve when it comes to understanding their consumers. By incorporating these strategies and utilizing expert help, businesses can improve their consumer research efforts, and make better decisions that will help them succeed in the marketplace. If you are a business in Africa and looking for a consumer research expert team for consumer and market research services, Survey54 is your answer. Contact Survey54 today to learn more about how we can help your business succeed in the African market.