One major thing I find surprising as a professional is that our country is not data driven. There is no data bank where you can readily access information on a specific project. This clearly explains the absence of periodical research that seeks to gain brand related knowledge, attitudes and behavioural intentions of the consumers. Consumer research is one area that some companies have not adopted to measure the ratings and performance of their brands. Consumer research is a potent tool to measure consumer perception and views about the brand and its performance in the market place.
Consumer research assists to determine the ratings of the brand in terms of awareness, consumer preference, consumer purchase intention and other key variables that impact on the brand. It determines the value consumers give the brand and build relationships and touch points that are fundamental to the brand health.
The good thing about consumer research is that it uncovers some unique information that the brand custodians are unaware of. I remember during a focus group discussion for O!Noodles several years ago in the north, some of the students stated that noodles was not only food to them but a breakfast cereal before going for lectures. This provided another angle to the consumer consumption pattern for noodles. This demonstrates, to a large extent, the important role of consumer research in developing the brand message. Spontaneous consumer insights are key to delivering brand promise and ultimately meeting consumer needs.
Consumer research also helps in establishing the key benefits and values of the imperative to measure the brand communication campaign and determine the next level. In communicating to an identified audience, through specific brand messages, consumer research tests the ease of recall and also ascertains whether the brand message resonates with the consumers. Consumers can and do create links between brands and their self concepts as this makes them engage their favourite brands.
A brand needs to assess the current reality. How does the consumer view the brand? What does its symbol represent to the various segments of the target audience; does the brand identity accurately reflect the consumer perception? These are key questions that consumer research helps in proffering solutions to.
It is time for brands to give voice to the consumer through direct interface to gain deep insights and views about brand performance. Brand goals and visions can only be achieved when consumer views are properly analysed and utilized to impact the overall performance of the brand.
Consumer research assists brands to refocus communication and marketing activities in line with consumer thinking. Insights generated go a long way in aligning brand communication to fit into the needs and aspirations of consumers. Brands can indeed win emotional commitment with consumers through the concrete platforms that consumer research provides.
It has become expedient for companies to know the consumers, feel their pulse and seek to influence their behaviour. Consumer research is a detailed process of embarking on extensive brand information search, brand evaluation and other activities to properly position the brand. It is crucial to know the specific needs consumers want satisfied, and how consumers gather information to select the brand amongst competitors.
Like I stated earlier, we are not data driven in this country and there should be an urgent way out of this. We need to develop a consistent approach to periodical consumer research. We need to understand the consumer behaviour, the decision-making process, and understand the various internal and psychological processes that influence the consumers. The major goal should also be to study the consumer and generate insights with direct implications for the brand communication campaigns.
We need to do a lot more in research because we still lag behind other countries in terms of research information and data gathering. The needs and motivations of consumers should be given utmost priority. Our brand communication efforts should not be based on assumptions and half truths. Even though the cost of conducting research may be high, companies get value for it in the long run in positioning brands appropriately.
