December 27, 2023
How to research consumer behaviour: A guide for startups
Startups face unique challenges and opportunities in understanding their audience. In-depth consumer research is the key to unlocking market potential and guiding product development.
Here’s a detailed guide with practical tips on how startups can effectively research consumer behaviour.
1. Start with secondary research
Before diving into primary data collection, explore existing research. Secondary research involves analyzing data that has already been published, such as industry reports, academic papers, or market analyses. This can provide a foundational understanding of your market and consumer trends at a low cost.
Tip: Utilise online resources like Google Scholar, industry blogs, and reports from market research agencies to gather relevant information.
2. Leverage social listening
Social listening is invaluable for real-time market insights. Monitor social media platforms, online forums, and blogs to see what consumers are saying about your industry, competitors, or similar products.
Tip: Large social listening platforms can be expensive, so use cheaper tools like Hootsuite, Mention, or Google Alerts to track relevant keywords and phrases. Analyse the sentiment and recurring themes in these conversations to look for patterns in consumer behaviours that you can leverage in your strategy.
3. Conduct surveys and interviews
Primary research through surveys and interviews provides direct consumer insights. This can be a goldmine of information for startups.
Tip: Use online survey tools like SurveyMonkey or YouGov to reach your audience. Keep surveys concise and focused. For interviews, prepare open-ended questions that encourage detailed responses. Qualitative data is equally as important as quantiative when it comes to consumer research.
4. Utlise owned analytics for customer research
Digital analytics tools can offer a wealth of information about your customers. Platforms like Google Analytics, Facebook Insights, or Instagram Analytics provide data on demographics, behaviour, and engagement.
Tip: Regularly review your website and social media analytics to understand who is interacting with your content and how. What drives customer to your website and what drives them to interact with you on social. Use this information to tailor your content to better suit the needs and behaviours of your customers.
5. Observe and analyse competitors
Studying your competitors can provide insights into consumer preferences and behaviours in your niche. Competitive intelligence will allow you to identify whats working and whats not working as well as gaps in their strategies that you can leverage to enter the market.
Tip: Look at competitors’ social media engagement, customer reviews, and marketing strategies. Identify what works for them and where there are gaps that your startup could fill.
6. Create customer personas
Based on your research, create detailed customer personas. These are fictional representations of your ideal customers based on real data and insights.
Tip: Include demographic details, interests, pain points, and buying motivations in your personas. Use these to guide product and service development, as well as marketing strategies to help target your content.
7. Test and iterate
Use your findings to test different approaches in your product and marketing efforts. Small-scale A/B testing can be particularly effective.
Tip: Implement changes based on research insights and measure the results. Be prepared to iterate based on what works and what doesn’t.
8. Foster continuous feedback
Build mechanisms for ongoing customer feedback into your business model. This ensures that your consumer research is an ongoing process, keeping you aligned with changing consumer needs and preferences.
Tip: Encourage reviews and feedback through your website, social media, or direct communication. Regularly engage with your customers and ask for their input.
For startups, comprehensive consumer research isn’t just about data collection—it’s about building a deep understanding of your market and using those insights to make informed, strategic decisions. By combining diverse research methods and continuously iterating based on feedback, startups can effectively adapt to consumer needs and carve out a successful niche in the market.
Explore our consumer research options:
Get comprehensive insights into your brand’s digital footprint, audience sentiment, and growth opportunities.
Gain a deep understanding of competitor digital presence, share of voice, growth tactics and opportunities to enter the market.
Uncover detailed knowledge of your audience’s behaviours, preferences and map their customer journey.