What Is Consumer Research?
Consumer research is a systematic process of collecting and analyzing information to understand:
- Who buys your product
- Why they buy
- Why they don’t buy
- How they choose between brands
It replaces guessing with structured evidence. It turns opinions into insights.
What Is the “Systematic Process”?
Many people think research is just “asking some questions.”It’s not. A proper research process usually follows these steps:
1.Define the Objective
What exactly do you want to know? (Not “How is our brand?” — that’s too vague.)
Example:
- Why is sales declining in Mandalay?
- Why are young consumers not choosing our brand?
2.Design the Research
Choose the right method:
- Qualitative (to explore reasons)
- Quantitative (to measure scale)
3.Select the Right Respondents
Wrong respondents = wrong answers.
4.Collect Data Properly
Neutral questions, No leading, No influencing, Comfortable environment
5.Analyze & Interpret
Not just numbers — meaning.
Research should answer the original business question.
Why Do Most Brands Skip It?
Because:
- “We already know the market.”
- “Research is expensive.”
- “We don’t have time.”
- “Our sales team already gave feedback.”
So they rely on internal opinion instead of consumer evidence.
Case Study
A local beverage brand launched a new sweet milk drink targeting young adults.
Internal assumption: “Young people love sweeter taste.”
They produced large volume.But after launch:
- Slow movement in retail shops
- High return stock
- Low repeat purchase
When research was later conducted:
Findings showed:
- Urban youth preferred less sweet, lighter drinks
- Many associated overly sweet drinks with “low quality”
- Packaging looked outdated compared to competitors
The issue wasn’t distribution.It wasn’t price.It was misunderstanding consumer preference. If they had done research before launch, they could have:
- Tested taste level
- Tested packaging
- Measured purchase intention
Instead, they relied on internal belief.
The Business Truth
Consumer research doesn’t guarantee success.But it reduces costly mistakes.
It helps you:
✔ Minimize risk ✔ Identify real opportunity ✔ Understand unmet needs ✔ Build products people actually want
In competitive markets like Myanmar — where consumers are becoming more exposed and selective — guessing is expensive.Understanding is strategic.