We have discussed the ins and outs of consumer perception studies previously on the blog, as they are an incredible value study model for consumer brands. These studies offer brands insight into how their products are received by those who use them, which is invaluable for product development and marketing efforts.
However, they are one of the lesser-known clinical research study designs and not the first thing that springs to mind when most brands hear the phrase “clinical trials.” To address the gaps in knowledge many brands have about consumer perception studies, we’ll unpack some of the most common questions we hear about them.
What is a consumer perception study?
A consumer perception study is a research method used to understand how consumers perceive a product or brand. It involves collecting data through surveys, focus groups, and other research methods to identify consumer opinions and attitudes toward a particular product. The ultimate goal of a consumer perception study is to gain a deeper understanding of how consumers think and feel about a product.
These studies are particularly common among consumer brands such as skincare or supplement brands, including those looking for a more affordable option.
Why are consumer perception studies important?
Consumer perception studies provide valuable insights into the minds of consumers. By understanding consumer perceptions, consumer brands can make informed decisions about product development, marketing, and customer service. By understanding what consumers like and dislike, consumer brands can adjust their approach in order to stay competitive and best meet the needs of their customers. This, in turn, can lead to increased customer loyalty and sales.
What types of questions are asked in a consumer perception study?
The types of questions asked in a consumer perception study can vary depending on the goals of the research. However, some common questions include:
1. How well did this product improve your (symptoms of a specific health or well-being concern, e.g., the appearance of wrinkles for a skincare product)?
2. How does this product compare to other similar products?
3. How likely are you to continue using the product after the study?
4. Would you recommend this product to a loved one?
5. How would you rate the application process of this product?
These questions aim to gauge consumer perceptions and provide insights into how the product performs in real-life settings.
What are common methods used in consumer perception studies?
Common methods used in consumer perception studies include surveys, focus groups, and interviews.
Surveys
Surveys are the most popular method of collecting data in consumer perception studies, particularly as they can be accomplished quickly and easily online with the increase in virtually run clinical research. Surveys can be conducted online or by phone, and they usually involve a set of structured questions that can be answered using a rating scale or open-ended responses. Surveys can be quickly distributed to a large number of participants, making it an efficient way to collect data.
Focus Groups
Less common in consumer brands but still sometimes seen, focus groups involve bringing together a small group of people to discuss a product. The group is led by a moderator who asks a series of questions and encourages participants to share their opinions and experiences. Focus groups provide an opportunity to gather in-depth feedback on the product being studied.
Interviews
Finally, interviews can be conducted in person or over the phone. They are similar to focus groups, but they involve one-on-one interactions between the researcher and the participant. Interviews allow for a more detailed understanding of the participant's thoughts and feelings about the product being studied. Again, these are less commonly used for consumer brands but it is worth understanding how more in-depth options can be applicable to the consumer perception study approach.
What types of claims can I make with a consumer perception study?
While a consumer perception study does not directly substantiate specific health or therapeutic claims, it can support claims related to consumer preferences, user satisfaction, and subjective experiences. Here are some types of claims you can make based on a consumer perception study:
Product Acceptance and Preference
You can claim that your product is well-received and preferred by consumers based on their feedback and positive perceptions. For example, "Our consumer perception study reveals that 90% of participants would continue using the product even after the study."
User Satisfaction and Experience
If the study shows high levels of user satisfaction and positive experiences, you can make claims related to customer satisfaction. For instance, "Our consumer perception study demonstrates that 95% of participants reported increased satisfaction and improved experience after using our product."
Product Attributes and Features
Consumer perception studies can help identify specific attributes or features that are highly valued by consumers. You can make claims related to these specific attributes based on the value proposition of your product. For example, "Our study highlights that 89% of consumers noticed their skin looked hydrated and dewy after just one use."
Wrapping Up
Consumer perception studies are an essential tool for consumer brands to understand how their products are perceived by their customers. By conducting these studies, wellness brands can gain valuable insights into consumer perceptions in an unbiased way. Through surveys, focus groups, and interviews, consumer brands can collect data and gain a deeper understanding of how their products and services are being received in the market. By taking action on the insights gained from consumer perception studies, consumer brands can improve their offerings and increase customer satisfaction and loyalty.
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