Critical to CustomerCritical to customer is a measurement that strongly influences purchasing decisions. For example, consumers who will only purchase a vehicle that has received a top safety rating from a government agency. expectations that customers have for a product or service. These are often assumed and unstated such that they are difficult to research. For example, a customer who expects that labels will be easy to remove from a product. Such a customer may be unlikely to state this as a need but may become dissatisfied when expectations aren't met.
Customer PreferencesEvaluation of customer preferences that impact customer satisfaction. For example, a hotel that evaluates how hard or soft customers like their pillows.
Customer RequirementsThe requirements of business customers. For example, a solar panel manufacturer may analyze the common requirements in RFPs for solar systems. customer experience. For example, a fashion retailer who examines how customers react to different types of packaging.recognize your brand.
Brand AwarenessEvaluating brand awareness such as top of mind. This is the percentage of customers who name your brand when prompted with a product category.
Customer SatisfactionMeasuring customer satisfaction with your current products and services. For example, a hotel that interviews customers on exit to discover why the hotel has been receiving poor reviews.
Price PerceptionsEvaluating customer reactions to different prices. This can discover cognitive pricing factors such as a sticky price.sensitive your target market is to prices. This is often used to develop price discrimination strategies such as coupons.
Perceptions of QualityInvestigating what customers perceive as high quality and low quality. For example, customers that perceive paper packaging as higher quality than plastic for a particular product category.Customer analysis using reviews, ratings and word of mouth information from sources such as social media. For example, poor ratings can be an excellent source of customer needs and expectations.
FeedbackAccepting feedback from customers and using this as a source for analysis.
Experience SamplingExperience sampling is a market research technique that involves asking customers to keep a journal of their experiences with your products and services.
InterviewsCustomer interviews such as a ladder interview or focus group.
Marketing ExperimentsMarketing experiments geared at understanding customers. For example, A/B testing different prices to identify price perceptions.
Observational StudyThe use of observational studies to understand customers. For example, observing customer reactions to a merchandising display.
SurveysSurveys are a popular form of customer research because they are easy to do. Customers are often adverse to filling out surveys such that those who do may have unusual characteristics that aren't representative of all customers.
Lead UsersLead users is the process of engaging customers who are pushing your products to their limits or who are important to the culture surrounding your product. This implies an in-depth engagement whereby lead users may feed you ideas for product functions, features and design. For example, a technology company that engages developers and business units that are actively using a technology platform to understand pain points and needs.
|Overview: Customer Research|
The process of building an understanding of customers, their needs and perceptions.