Consumer Behavior Research Flashcards

What is the primary goal of ethnographic research in market research?

Answer: To observe and understand consumer behavior in natural contexts through immersive study

Ethnographic research immerses researchers in consumers' natural environments to gain deep, contextual understanding of behavior, motivations, and cultural influences.

What is 'need state' segmentation in consumer research?

Answer: Grouping consumers based on the functional and emotional needs they seek to fulfill

Need state segmentation identifies distinct occasions or mindsets in which consumers seek different benefits, going beyond traditional demographic segmentation.

What is the Zaltman Metaphor Elicitation Technique (ZMET) used for?

Answer: Uncovering deep consumer metaphors and mental models through image-based interviews

ZMET is a qualitative technique that uses consumer-selected images to uncover unconscious thoughts, feelings, and motivations driving behavior.

In consumer behavior research, what is the 'consideration set'?

Answer: The subset of brands a consumer actively evaluates when making a purchase decision

The consideration set consists of brands that a consumer actively evaluates during the purchase decision process, typically much smaller than the awareness set.

What is 'laddering' in consumer research?

Answer: An interview technique linking product attributes to personal values through a chain of 'why' questions

Laddering is an in-depth interview technique that connects product attributes to functional consequences to personal values, revealing deep motivational drivers of consumer choice.

What is 'shopper marketing research' focused on?

Answer: Understanding consumer behavior at or near the point of purchase

Shopper marketing research studies how consumers make purchasing decisions at or near the point of sale, including in-store behavior, path to purchase, and purchase triggers.