These are exciting times to do business. Why? Times are changing, and so are the rules. Companies that sense emerging trends and adapt to the evolving mindset of today’s consumers will survive and thrive in the years ahead.

In today’s fast-paced world, businesses compete fiercely for a share of consumers’ wallets: How can a company truly understand its consumers and their needs? This is where consumer market research comes in. It’s more than just a set of data points; it’s the heartbeat of successful businesses… But, what exactly is consumer market research, and why should it matter to any company? Let’s find out!

¿Qué es la investigación de mercado de consumo?

La investigación del mercado de consumo tiene como objetivo analizar los consumidores objetivo de las empresas. Es el arte y la ciencia de comprender las preferencias, motivaciones, comportamientos y patrones de compra de los consumidores. Esta investigación suele emplear métodos cualitativos (como grupos focales o entrevistas individuales) y métodos cuantitativos (como encuestas o análisis de datos).

At its core, it offers insights into what consumers think about a product or service, their experience, and how they perceive its value. It also delves into their lifestyle, cultural influences, and even psychological triggers influencing their purchase decisions. Without this in-depth understanding, businesses might be shooting in the dark, hoping their products or campaigns resonate with an audience they don’t fully comprehend.

Además, la investigación del mercado de consumo no es estática. Las preferencias de los consumidores evolucionan, surgen nuevas tendencias y la dinámica del mercado cambia. Para mantener el ritmo, las empresas deben actualizar continuamente su comprensión del panorama del mercado.

¿Por qué es importante la investigación del mercado de consumo?

Consumer market research is vital for businesses aiming to understand and meet their target audience’s evolving needs and preferences. It provides valuable insights into consumer behavior, purchasing patterns, and trends, allowing businesses to tailor their products and services accordingly.

Furthermore, staying ahead in a competitive marketplace requires a deep understanding of the target market. Consumer market research helps businesses identify emerging trends and opportunities, enabling them to innovate and differentiate their offerings.

Additionally, with consumer expectations constantly changing, businesses must adapt to stay relevant. Consumer market research gives businesses the necessary data to make informed product development and positioning decisions.

¿Quién utiliza la investigación de mercado de consumo?

Compañías across industries rely on consumer market research to identify market opportunities, assess the competitive landscape, and refine their product offerings to better meet consumer needs and preferences.

Marketing teams within these companies use consumer market research to segment their target market, develop targeted messaging, and determine the most effective channels to reach their audience.

Product development teams leverage consumer market research to identify gaps in the market, gather feedback on existing products, and develop new products that address consumer needs.

Sales teams use consumer market research to understand consumer buying behavior, identify potential customers, and tailor their sales approach to meet the needs of different consumer segments.

Minoristas rely on consumer market research to understand shopping habits, preferences, and trends. This enables them to optimize their product assortment, pricing strategy, and store layout. Retailers can create a more personalized shopping experience by analyzing consumer data, driving customer loyalty and repeat purchases.

Inversores use consumer market research to assess market trends, evaluate the potential success of new ventures, and make informed investment decisions. By understanding consumer preferences and market dynamics, investors can identify lucrative investment opportunities and mitigate risks.

Factores críticos de éxito para una investigación de mercado de consumo exitosa

Lograr resultados significativos a partir de la investigación del mercado de consumo requiere una planificación y ejecución cuidadosas. Aquí hay algunos factores críticos de éxito a considerar:

• Recopilación de datos de calidad: La calidad de los datos recopilados afecta significativamente la validez y confiabilidad de los hallazgos de la investigación. Emplear métodos rigurosos de recopilación de datos, como encuestas, entrevistas y grupos focales, y garantizar tamaños de muestra representativos son fundamentales para obtener información precisa sobre los comportamientos y actitudes de los consumidores.
  
• Análisis efectivo: Analyzing research data effectively requires robust analytical techniques and tools. Whether quantitative analysis using statistical methods or qualitative analysis using thematic coding, applying appropriate analytical approaches helps uncover meaningful patterns, trends, and correlations in the data.
  
• Información procesable: The ultimate goal of consumer market research is to generate actionable insights that drive business decisions. Presenting research findings, concisely, and actionable, accompanied by recommendations and implications for decision-making, empowers stakeholders to take informed actions based on research insights.
  
• Aprendizaje continuo: Consumer preferences and market dynamics evolve over time, requiring businesses to continuously monitor and adapt their research strategies. Embracing a culture of constant learning and iteration and leveraging feedback from research findings to refine strategies and approaches ensures research efforts remain relevant and impactful in an ever-changing market environment.

Resultados esperados de los servicios de investigación del mercado de consumo de SIS International

SIS ofrece conocimientos prácticos y resultados tangibles a las empresas que buscan comprender a su público objetivo y la dinámica del mercado. Estos son los resultados esperados que las empresas pueden esperar de los servicios de investigación de mercado de consumo de SIS International:

• Información completa: SIS Internacional conducts in-depth research to provide businesses with extensive insights into consumer preferences, behaviors, and trends. We deliver a holistic understanding of the target market and key drivers influencing consumer decisions.
  
• Recomendaciones estratégicas: SIS offers recommendations tailored to the business’s objectives and market context. We provide actionable insights that inform strategic decision-making and drive business success.
  
• Inteligencia competitiva: We help businesses gain a competitive edge by providing insights into competitor activities, market positioning, and emerging trends.
  
• Validación de mercado: Before launching new products or entering new markets, businesses can rely on SIS International’s market validation services to assess market demand, viability, and potential barriers to entry.
  
• Segmentación de clientes: SIS International helps businesses segment their target audience based on demographic, psychographic, and behavioral attributes.
  
• Impacto mensurable: Our experts are committed to delivering measurable impact and tangible outcomes for their clients. Through rigorous performance tracking, monitoring, and evaluation, SIS International ensures that its consumer market research services drive value in terms of revenue growth, market share expansion, and competitive differentiation.

Soluciones de investigación de mercado de consumo

Consumer Market Research can help these businesses by uncovering the needs of a prospective target market. Companies can use market research to test opinions, attitudes, usage, and behaviors.

They can also use it to gain insight into the competition or new opportunities. Market research helps firms to gauge the thought processes of the consumer. Analysts use several methods, including the following:

• Grupos de enfoque: Researchers can conduct focus groups as a type of qualitative research. They gather a group of people and ask them about their attitudes toward a product, concept, or idea. The focus group format has several advantages. It’s a low-cost method, and candidates are more likely to be forthright. It is handy for project evaluation and needs assessment purposes.
  
• Entrevistas en profundidad o individuales: Market researchers use this tool to collect data from consumers of rival products, when their client needs an expert opinion, when gauging high-level executives, business owners, and critical opinion influencers, and for community leaders, specialists, and technicians. In-depth interviews help gain insights from experts on any delicate topic.
  
• Entrevistas en vídeo en línea: Researchers can now use FaceTime, Skype, and similar platforms to interview participants. Video interviewing offers a real-time connection. It is cost-effective. Thus, researchers can increase the variety of samples. Online interviews work well as a complement to face-to-face interviews.
  
• Entrevistas telefónicas: Researchers carry out telephone interviews over the phone as their name suggests. They can use them as in-depth interviews using a topic guide. Researchers also use telephone interviews for quantitative research. They can conduct the interviews via a CATI (Computer Aided Telephone Interviewing) system. This method allows the researcher to upload responses right away for analysis.
  
• Encuestas en línea: Researchers favor this method for many reasons. It’s easy to profile prospective respondents to ensure they’re right for the survey. It’s also a cost-effective method. Researchers can cross-link the information received with qualitative data. Online surveys also make it easy to interview hard-to-reach respondents.

Qué hacemos

Since 1984, we’ve specialized in essential areas of consumer products, electronics, energy, cosmetics, pharma, automotive, travel, and more. Through advanced Global Market Research, our business allows companies to connect with and retain their target customers.

Entendemos que navegar por el panorama empresarial contemporáneo es complejo. Nuestras sofisticadas metodologías de investigación, análisis de datos e inteligencia y una visión incomparable de los mercados, las culturas y las mentalidades de los consumidores en constante cambio pueden marcar la diferencia para su empresa y posicionarlo bien para tener éxito en esta era nueva y desafiante.

Technological advancements and changing customer demands have required businesses around the globe to evolve instantaneously to keep pace and remain relevant. SIS is ever-vigilant to changing trends and times. The next generation has its ideas and requirements, which must be addressed by companies serious about survival in this millennium. Allow SIS International Research to be your bridge to better business in this time of incredible opportunity.

SIS cubre una amplia gama de industrias para la investigación del consumidor

El grupo focal en línea es un método en el que los encuestados y el moderador discuten temas a través de audio, video o chat. Los clientes también pueden observar en tiempo real. Los profesionales B2B están ocupados y este método puede resultar más conveniente.

Otra ventaja del grupo focal en línea es que puede reunir a encuestados en vastas geografías, lo que puede ser particularmente útil en industrias especializadas y de nicho. Los grupos en línea pueden ser una forma rentable, conveniente y eficiente de generar información cualitativa.

Need more information about Consumer Market Research? Contact us now

Nuestra ubicación de instalaciones en Nueva York

11 E 22nd Street, Piso 2, Nueva York, NY 10010 T: +1(212) 505-6805

Acerca de SIS Internacional

SIS Internacional ofrece investigación cuantitativa, cualitativa y estratégica. Proporcionamos datos, herramientas, estrategias, informes y conocimientos para la toma de decisiones. También realizamos entrevistas, encuestas, grupos focales y otros métodos y enfoques de investigación de mercado. Póngase en contacto con nosotros para su próximo proyecto de Investigación de Mercado.