Researching Consumer Behaviour: An In-Depth Analysis

Understanding consumer behaviour is crucial for both academic research and practical marketing strategies, such as those implemented at Keri Systems. It involves much more than simple survey completion; a comprehensive approach is essential. Let’s explore the strengths of mixed-methods research in this context.

Primary vs. Secondary Research:
Secondary research utilizes data collected by others and can serve as a foundation for informed decision-making. This includes industry reports, market analyses, and insights from resources like Mintel or ProQuest. On the other hand, primary research is where the excitement lies—it encompasses original data gathered through surveys, interviews, focus groups, and even extends to nuanced areas like biometric data, although we do not collect such information (ResearchGate, 2023).

Quantitative vs. Qualitative Data:
Quantitative data provides numerical insights into consumer actions, while qualitative data offers explanations for those actions. At Keri, we combine digital metrics from webinars with insights from post-event interviews. This integration allows us to analyze not only the performance of specific products, such as “Controller X,” but also understand the underlying reasons for consumer engagement. Additionally, we evaluate social media response rates through A/B testing, contrasting posts that focus on product features with those emphasizing user benefits.

The Power of Mixed-Methods Research:
Employing mixed-methods research enhances the depth of our insights. A study conducted by Shemshaki et al. (2024) illustrated that connections between personality traits and brand engagement became evident only through the combination of qualitative interviews and structured surveys. This blended approach captures both statistical trends and the narratives that explain them.

The Importance of Pilot Testing:
Before launching extensive surveys—such as a ten-question questionnaire directed to 100 facility managers—we conduct pilot tests with a smaller group of five participants. This preliminary testing addresses vague questions and optimizes data quality and completion rates. Just as one would not debut a new controller without rigorous lab testing, the same precaution should apply to survey tools.

Case Study from Keri:
An analysis of a recent webinar revealed a significant 60% drop-off rate after the first 12 minutes. Qualitative feedback indicated that the content was perceived as “too technical.” In response, we revised our presentation flow, resulting in a reduced drop-off rate of 25% during subsequent sessions. This blend of quantitative data and qualitative insights led to tangible improvements in audience retention.

Why This Matters:
Consumer behaviour is influenced by a complex mixture of cultural, personality, and technological factors (Shemshaki et al., 2024). A layered approach to research is essential to capture this complexity and to develop messaging that genuinely resonates with consumers.

References:

Shemshaki, M. et al., 2024. Examining factors affecting consumer behaviour by considering the role of personality and behavioural characteristics. PowerTech Journal, August. Available at: https://powertechjournal.com/ [Accessed 18 Jun. 2025]

ResearchGate, 2023. Quantitative and qualitative consumer behaviour research methods. ResearchGate. Available at: https://www.researchgate.net/ [Accessed 18 Jun. 2025].