Importance Of Consumer Research In Understanding Customers
consumer research

Understanding customer needs is crucial for any brand because it helps them develop products that meet the preferences and expectations of their target audience. For instance, if you’re a food or drink brand, conducting consumer research allows you to better identify your customers’ taste preferences, dietary requirements, and lifestyle choices.

You can then use this information to develop products that cater more closely to your customers’ needs and preferences, leading to increased brand loyalty and sales.

So why is understanding your customers’ needs so important?

Why Is It Important to Understand Customer Needs?

Customer needs refer to customers’ desires and requirements for a product or service to fulfil a particular purpose or solve a problem. For consumables such as food, drink, or beauty products, understanding these needs is essential for understanding what products to produce and how to market them effectively to target customers.

But that’s not all. Effectively understanding customer needs allows brands to spot opportunities and develop products to cater to those unmet needs, helping them achieve a first-mover advantage. Consumer research also allows brands to accurately assess vital aspects such as pricing and product positioning to ensure they maximise profitability and revenue.

In short, if you’re a brand that doesn’t invest in consumer research, you’re already operating at a disadvantage.

How Consumer Research Helps Brands to Better Understand Customer Needs

Consumer research helps businesses understand customer needs by collecting and analysing data concerning customer preferences and behaviours. This information can provide insights into what customers want, need, and expect from a product, enabling businesses to develop offerings that better meet their customers’ needs.

Start-Up Beer Company Example

For example, let’s say you’re a craft brewing company looking to release a new lager that caters to younger, more health-conscious audiences.

In this case, you might enlist the help of a consumer research company to conduct taste testing sessions to collect feedback from their target audience about the taste, aroma, and overall experience of their beer.

During the taste testing sessions, the research company provides samples of different beer recipes to participants and asks them to rate the beer on different attributes such as bitterness, sweetness, aftertaste, and overall flavour. The company also collects demographic information such as age, gender, and beer-drinking habits to understand the preferences of its target audience.

After analysing the taste testing data, the research company finds that the target audience prefers less bitter beers with a fruity aroma. Additionally, the taste-testing data shows that many participants are interested in low-calorie beer options that are still flavorful.

Using the insights gained from the taste testing, you create a line of low-calorie beers that are less bitter and have a fruity aroma. You also decide to market these beers as a healthier alternative to traditional craft beers, which appeals to the health-conscious nature of its target audience.

As you can see, by conducting consumer research, you, as a business, can better understand your customers and develop products that better cater to their needs – increasing your chances of success.

How Can Brands Conduct Meaningful Consumer Research?

There are all kinds of ways you can carry out valuable consumer research, including surveys, focus groups, online questionnaires, taste testing, and sensory evaluation, to name but a few.

To ensure these methods (and others) pay dividends, it makes sense to partner with an experienced consumer research company, such as WSS, to conduct the research for you. Not only do we have an extensive pool of consumers across all demographics on hand to conduct meaningful research, but we also have a wealth of experience in understanding and analysing consumer data.

With reports and insights delivered in layman’s terms, you’ll be able to better understand your target audience and develop products that speak to their needs.

So no matter how you intend to put your products or concepts to the test, partner with WSS to benefit from our first-class ability in designing research projects, collecting data from various sources, analysing the results, and providing actionable recommendations.

With our services, you can make informed decisions about product development, marketing strategies, and customer engagement, leading to increased customer satisfaction, loyalty, and sales.

Call us today on +44 (0)151 346 2999 or email us at to discuss your specific needs.