Launching any product or service on the market implies having an exhaustive knowledge of it. In no case can the final consumer be reached without first carrying out a complete study of their tastes, preferences and needs. Currently there are various research techniques that allow the successful analysis of the behavior of any potential customer. The key to all of them is the segmentation of the public into groups with common characteristics relative to their economic, cultural or social level. If the company knows its client, it will be able to adapt the offer to their needs and also design the ideal communication strategy to reach them and position their product or service in their mind.
Consumer behavior
When we talk about the behavior of a consumer we are referring to the set of actions that he undertakes from the moment a need arises in him until he finally chooses a product, buys it and makes use of it to satisfy it. To complete the study, it is also necessary to make an analysis of all the factors that in one way or another have influenced their behavior.
Market study can be approached from different perspectives:
Economic approach
The study techniques that use this approach are based on the idea that the individual knows perfectly his needs and that he acts in a rational way to satisfy them. Its main motivation is financial.
Psychosociological approach
According to this approach, the individual adapts to the social and cultural patterns of the group to which he belongs and acts according to his influence. His behavior is influenced by internal variables (psychological) and also external (social).
Motivational approach
In this case, the consumer acts driven by his own needs. He needs to cover a series of deficiencies and the tension that this dissatisfaction generates leads him to action.
The reality is that human beings are not always aware of all the reasons that drive us to consume in one way or another. Hence, marketing has developed over the years countless techniques to predict the behavior of potential customers. Here are some of the techniques:
Neuromarketing
Neuromarketing applies techniques from neuroscience and psychology to study consumer behavior. The objective is none other than to predict the actions of the individual to establish more effective marketing strategies.
Mystery shopping
It is a research technique that evaluates the service provided by a brand in order to detect shortcomings and also possible new opportunities to attract more customers. It is based on observation within the point of sale itself. Based on a series of previously defined variables, the ‘mystery shopper’ evaluates the quality of the service in terms of the treatment, efficiency or professionalism of the seller. It is about putting yourself in the customer’s shoes to analyze their shopping experience from their point of view. An automatic online voting bot will help a lot.
Geomarketing
For any company it is important to know where its customers come from and where they are going to buy. Today it is possible to know the location of consumers thanks to digital tools such as Google Analytics. But geomarketing is something more. When defining our target audience, it is important to implement this technique in our segmentation strategy. By doing so, we will be able to access information as relevant as:
– The place where our clients live will tell us what their economic and cultural situation is.
– The areas where more sales are generated.
– Know our competition in a certain area.
– Discover patterns of behavior based on certain criteria.
– Etc
Did you find this post useful? We hope so!