Different Approaches to Studying Consumer Behavior

There is no single best way to study consumer behavior. Both interpretive and quantitative research methods should be considered.

Interpretive Research

Interpretive research seeks to explain the internal drivers of specific consumption experiences. Some of these internal drivers include, but are not limited to, emotions, motivations, perceptions, and attitudes, and they will all be explored in detail in future lessons. In order to conduct interpretive research, experts may actively or passively observe consumer behaviors and may analyze the words used by consumers to describe purchasing and other events.

Interpretive research is usually considered to be qualitative research. Qualitative research refers to the act of gathering data in an open-ended and free-flowing way. Methods include but are not limited to case analysis, clinical interviews, and focus group interviews—all of which provide both the marketer and the subjects of the research a wide range of response potential through both observation and conversations.

Interpretive research is approached by using either a phenomenology or an ethnography orientation. Phenomenology refers to the study of consumption, an actual experience, whereas ethnography analyzes the artifacts and tangible items related with consumption.

Quantitative Consumer Research

Quantitative research is described just like it sounds: It utilizes numerical measurement and analysis to answer questions about consumer behavior. As such, this type of research is usually tightly constructed; in other words, the means for gathering data is usually prescribed so that the consumer chooses a response from among a list of options (think multiple-choice) provided by the researcher. Online, written, and oral questionnaires and surveys are typical formats for gathering quantitative data.

For example, if consumers have an average attitude score of 50 for Brand A and 75 for Brand B, it can objectively be said that consumers tend to prefer Brand B.