In some views, consumer research boils down to two steps:
But who are your customers and how do you know what they want? How do you reach them with information about how a product/service could satisfy them?
Consumer research seeks to answer questions like: Who are the potential customers for your product/service? What are their habits and values? What are their needs and wants? Where do they encounter advertising and what advertising is effective on them? Where do they live? What are their other interests?
The resources here will help you explore these questions and use what you learn about them to reach your customers and flip them from potential to interested to loyal customers.
*Holbrook, M. B. (1995). Consumer research: Introspective essays on the study of consumption. SAGE Publications, Incorporated. http://ebookcentral.proquest.com/lib/gonzaga/detail.action?docID=1920455