Consumer research refers to gathering information about the needs and preferences of the consumers that is related to a product or service. Part of it includes study of consumer loyalty, attitudes, preferences, behavior and usage patterns of a product or service. The primary goal of consumer market research is to identify, understand, and analyze customers and their needs. More broadly, consumer research helps to provide a company with relevant, reliable, valid, and current information or their target buyer. The ultimate goal of consumer research is to serve as the voice of the consumer. This type of research focuses on understanding the consumer as a person by focusing on exploring his or her attitudes, needs, motivations, and behavior as it relates to a product or service. More broadly, consumer research helps provide a company with relevant, reliable, valid, and current information about their target buyer.
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