PARADIGMS IN CONSUMER RESEARCH

PROF SUDEEP CHATTERJEE

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 CONSUMER RESEARCH
Consumer Research is an integral part of Marketing Research &
provides the following-
 Information on consumers behaviour in the Market
 Means of identifying future consumer needs or Marketing
Opportunities
Consumer Research answers the following-
 What are the Current Consumer Trends?
 Who are the potential customers?
 What is the Consumer Satisfaction level for products and
services?
Ernest Ditcher is considered to be the father of Consumer Research

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 Positivism Interpretivism
 Understanding consumption
 Prediction of consumer
behaviour
actions
 Uses qualitative research
 Uses quantitative research
methods such as depth interview
methods such as experiments, & projective techniques
survey techniques & observation
 Assumptions-  Assumptions-
 Rationality  Can’t be generalised
 Can be generalised  Each consumption
 Can be objectively experience is unique
measured  Subjective
 The cause & effects of  The cause & effects of
business can be identified & business can’t be identified
isolated & isolated
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 Indian MR Agencies
 Nielson & ORG Marg- (AC Nielson)
o Provides measurement and analysis of marketplace dynamics
and consumer attitudes and behavior
o Homescan: multi-outlet panel that captures consumer purchase
behavior, demographic profiles, attitudes & usage information
and evaluations of the impact of media on actual behavior
o Spectra: suite of applications that provide segmentation and
targeting analysis
o Bases: combines primary consumer research with forecasting
techniques to estimate the sales potential of new product
initiatives prior to market entry.
o Claritas: provides companies with MR demographic data,
marketing software and market segmentation services

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 Indian MR Agencies
o Nielsen IAG: collects engagement metrics - advertisements,
product placement, and program sponsorship occurring across all
broadcast and major cable networks during primetime
o IMS: media planning and analysis software for industry and
proprietary research
o Nielsen Media Research: measures the size of audiences for
television, radio and print, as well as advertising spending and
creative content information and services
o Nielsen Mobile: provides syndicated consumer research to the
telecom and mobile media markets
o Nielsen Online: measurement and analysis of online audiences,
advertising, video, blogs, consumer-generated media, word of
mouth, commerce and consumer behavior
o Scarborough Research: measures the shopping patterns, lifestyles
and media habits of U.S. consumers
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 Indian MR Agencies
 IMRB-A member of the Kantar Grp., WPP's information, insight
& consulting division extends across 11 countries
 Gallup India Ltd.-
o Gallup panels
o Provide a clearer understanding of customer and prospect needs,
buying processes and preferences, and value perceptions
o Formulate strategies and tactics for compelling communications
that convey the product or services value proposition
o Measure sales and marketing program success to permit strategic
adjustments & manage and improve customer engagement
 Taylor Nelson Sofres (TNS-Mode)- acquired by conglomerate
WPP, Kantar Grp.
o Consumer panels, a segment in which the company is worldwide
leader;
o PeopleMeter television audience measurement- using the viewer
ratings system to challenge industry leader A.C. Nielsen
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 Indian MR Agencies
 Quantum Research Ltd.-
 Semiological studies for advertising/ packaging/ brand
reengineering (Decoding of symbols, semantics to understand
overt & subliminal messages
 Product concept & new product development- Need gap analysis,
concept testing, Recycling product concepts & prototypes.
 Brand Equity/ Brand health Index- Stock of brands competitive
standing in market through identifying value mix.
 Brand Mystique- discovering the brands archetypal value &
keeping it enduring& relevant across generations
 Pathway studies- Ethnographic/Sociological, psychological
studies to identify trends
 Attribute value connect-
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 CONSUMER RESEARCH

 QUANTITATIVE RESEARCH:
 Experimentation
 Observational
 Surveys
 QUALITATIVE RESEARCH:
 Depth Interviews
 Focus Groups
 Projective Techniques

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 QUANTITATIVE RESEARCH:
EXPERIMENTATION:
Tests the relative sales appeal of types of variables-
Packaging design, prices, promotion offers, advertising copy
themes through experiments designed to identify the cause
and effect.(causal research)
Applications-
Test Marketing-prior to launching a new product
Simulated Lab Tests-eye movement study etc

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 QUANTITATIVE RESEARCH:
OBSERVATIONAL:
Studies the relationships between people and products by
watching them in the process of buying and using products
The only limitation is that buyers are observed and we don’t
know their thinking and feelings.
There are three types of observations-
 Participatory-Both the subject and experimenter interact
 Non participatory-Subjects aware of being observed but
don’t participate with experimenter
 Secretive-subjects unaware of being observed
Applications-
Study consumer brand loyalty, buying & consumption
patterns
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 QUANTITATIVE RESEARCH:
SURVEY:
Studies the consumer’s purchase preference and Consumption
experience by asking consumers through the following-
 Personal Interview surveys at home or retail shopping
areas-(Mall intercepts)
 Mail surveys by sending questionnaires wherein
respondents can respond in their leisure.
Anonymity maintained of respondents but still has poor
responses
 Telephonic surveys at homes in the evening and weekends
less responsive due to hostility of respondents. Not face to
face interview but less expensive and quicker
 Online surveys on the internet

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 QUALITATIVE RESEARCH:
DEPTH INTERVIEWS:
Lengthy, unstructured, and informal (30min-1hr) interview
where respondent (1 to 1) talk freely with minimum
interventions by the trained interviewer on their activities,
attitudes, and interests (Repressed Motives) and the brand /
Products.

Aim: New product ideas, Product designing, Brand creation,

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 QUALITATIVE RESEARCH:
FOCUS GROUPS:
Consists of 8-10 respondents who meet to for a group
discussion focused on a particular product or product
Category. The facilitator encourages them to discuss their
attitudes, interests, reactions, motives, lifestyles, feelings,
usage experience etc.

Aim: Generating new ideas, Product designing, positioning,

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 QUALITATIVE RESEARCH:
PROJECTIVE TECHNIQUES:
Technique explores the underlying needs, wants and
aspirations of individuals who rationalise and conceal their
hidden attitudes, motives and feelings using the following-
 Projective Techniques:
 Completion Technique-Sentence/Story Completion Test
 Association Technique- Word /Phrase/Sentence Association Test
 Construct Technique-Brand Personification, TAT(Thematic
Apperception Test) CD Morgan & HA Murray
 Metaphor Analysis:
 ZMET (Zaltman Metaphor Elicitaion Technique) Jerry Zaltman
 Third Party Technique
 Repertory Grid-Laddering

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