Consumer’s portrait

Studying consumers is very important for the effective operation of any company, because a consumer is always in the focus of attention. Without studying a target group it is impossible to influence the feelings of consumers and stimulating motives of their behavior in the market.


This research is aimed at:

• Determining the target group – who are the consumers of the products/services offered by your company?
• Determining the social and psychological portrait of a consumer – What are their characteristics?
• Segmentation of the target group according to paying capacity, behavior style and age characteristics etc;
• Establishing the criteria for choosing products, consumer expectations and preferences – What consumers require from Your products/services and from your competitors’ products/services? Whether consumers are satisfied with Your products/services?


Studying consumers means using both qualitative (focus group discussions, in-depth interviews) and quantitative (telephone and face-to-face interviews) research methods.

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