Consumer insights describe those attitudes, aspirations, needs and motivators that are decisive when taking purchase decisions for products and services.
Consumer insight research uncovers person-immanent factors as well as product attributes and service aspects responsible for consumers’ purchase behaviour. Only companies who understand their customers will be able to offer appropriate solutions and secure the loyalty of their customers in the long run.
In the context of consumer insight research comperis offers tailor-made qualitative as well as strategic quantitative solutions, depending on the research objective.
Consumer Insights
help to better understand
consumers and their
decision making processes
Consumer insights describe those attitudes, aspirations, needs and motivators that are decisive when taking purchase decisions for products and services. Consumer insight research uncovers person-immanent factors as well as product attributes and service aspects responsible for consumers’ purchase behaviour. Only companies who understand their customers will be able to offer appropriate solutions and secure the loyalty of their customers in the long run.
In the context of consumer insight research comperis offers tailor-made qualitative as well as strategic quantitative solutions, depending on the research objective.
Means End Chain Analysis with the help of motiveBOX…
… is a specific research tool that identifies and uncovers motives as well as motive structures and bases on the Means End Chain Theory
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… maps motive structures in a hierarchical order, thus allowing for a better understanding of thought and decision processes
… uses in-depth interviews that incorporate specific psychological interviewing techniques (laddering, association chains, projective techniques)
… aims at optimising product ideas to better meet consumer needs as well as identifying relevant arguments for their promotional communication
… is a specific research tool that identifies and uncovers motives as well as motive structures and bases on the Means End Chain Theory
… maps motive structures in a hierarchical order, thus allowing for a better understanding of thought and decision processes
… uses in-depth interviews that incorporate specific psychological interviewing techniques (laddering, association chains, projective techniques)
… aims at optimising product ideas to better meet consumer needs as well as identifying relevant arguments for their promotional communication
Advertising research…
… analyses awareness, impact and understanding of message of online and offline advertising and communication material among the relevant target group
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… provides insights about the benefits and influence of the advertisement on brand, product as well as corporate image with the help of a data comparison between an experimental group and a control group
… is conducted with the help of qualitative (in-depth interviews or focus groups) and quantitative (CAWI or CAPI for better comparability of sub-samples resp. research waves) methods
… provides recommendations for optimisation and future adaptation of advertising and communication material
… analyses awareness, impact and understanding of message of online and offline advertising and communication material among the relevant target group
… provides insights about the benefits and influence of the advertisement on brand, product as well as corporate image with the help of a data comparison between an experimental group and a control group
… is conducted with the help of qualitative (in-depth interviews or focus groups) and quantitative (CAWI or CAPI for better comparability of sub-samples resp. research waves) methods
… provides recommendations for optimisation and future adaptation of advertising and communication material
Customer Journey…
… describes the steps of a consumer’s online or offline purchase process up to the point of the final purchase decision
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… makes consumers’ purchase decision processes more transparent by identifying and analysing relevant touchpoints (i.e. contact points between a consumer and a brand, product or company) and analysing barriers between consumers and touchpoints
… is conducted with the help of qualitative (esp. in-depth interviews) and quantitative (esp. CAWI) methods
… provides recommendations how marketing activities can better address the target group and their touchpoints in order to transform contact points into successful touchpoints
… describes the steps of a consumer’s online or offline purchase process up to the point of the final purchase decision
… makes consumers’ purchase decision processes more transparent by identifying and analysing relevant touchpoints (i.e. contact points between a consumer and a brand, product or company) and analysing barriers between consumers and touchpoints
… is conducted with the help of qualitative (esp. in-depth interviews) and quantitative (esp. CAWI) methods
… provides recommendations how marketing activities can better address the target group and their touchpoints in order to transform contact points into successful touchpoints
Usage and Attitude (U&A) Studies…
… analyse the relation between consumers and products and provide answers to questions like: who uses what, when, why, how and how often
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… analyse awareness, usage behaviour as well as purchase motivators / inhibitors of products and services from consumers‘ point of view
… are conducted with the help of conventional qualitative (esp. in-depth interviews) and quantitative (CATI, CAPI, CAWI) methods
… aim at identifying the improvement potential of products and services in the competitive environment
… analyse the relation between consumers and products and provide answers to questions like: who uses what, when, why, how and how often
… analyse awareness, usage behaviour as well as purchase motivators / inhibitors of products and services from consumers‘ point of view
… are conducted with the help of conventional qualitative (esp. in-depth interviews) and quantitative (CATI, CAPI, CAWI) methods
… aim at identifying the improvement potential of products and services in the competitive environment