Segmentation and Consumer Profile
Telephone or face-to-face quantitative research to define market
segments and consumer profiles.
Major segmentation criteria:
- geographic, based on variables such as region, climate, population
- demographic, based on age, gender, ethnicity, income, education
- psychographic, based on values, attitudes, and life-styles
- behavioural, based on product usage, brand loyalty, benefit needs
and price sensitivity
Qualitative research, market tendencies and experience determine
which technique, or which combination of techniques is most suitable
in any given case.
Measures the frequency and intensity of product usage amongst the
Aceptación de Productos
Mide el grado de aceptación de un producto o un concepto
nuevo de producto entre su público objetivo.
Measures the degree of product or new concept acceptance amongst
the target group
Measures the degree of satisfaction amongst users of a private or
Measures the spontaneous or suggested awareness of a brand, company
Describes the image a certain target group has of a brand, company
Determines the number of people who claim to have seen a certain
Determines the number of people who can describe or recognise the
content of an advertising message
A quality service audit carried our by qualified researchers who
act as clients in order to reproduce, as closely as possible, the
experience of a real client. This technique is used for determining
service quality indices, for checking procedures are correctly followed,
for determining the role of the salesman in the purchasing process,
for defining training needs and for process optimisation.