Consumer Surveys

Within consumer-based economies and political systems, the importance of consumer opinion and its role in predicting consumer behavior is often a key factor in decision-making processes within businesses, by providers of services such as healthcare, and by governments. In general, consumer surveys intend to measure consumer attitudes, expectations, and preferences and attempt to predict future consumer behavior. The tendency to measure instead what the surveyed consumers are prepared to admit to—either to the survey team or to themselves—is an ever-present danger, and guarding against this is a key factor in the design of robust, reliable sampling strategies, data collection systems, and analysis. The link between stated consumer opinion and future consumer behavior is not simple and the interpretation of consumer survey data is a key area of expertise.

The identification of an appropriate sample group and/or an understanding of the implications of choosing a particular sample group is key. Sample groups for consumer survey research can be considered in two broad groups: Those designed to provide a quick and relatively inexpensive overview and those that use stratified, sometimes randomized sampling techniques to provide results that can be generalized to form the basis of conclusions about the population as a whole. In general, this type of consumer survey aims for a representative sample of the consumer group who are likely to be geographically disparate. Both approaches are useful—the key to successful consumer survey work lies in understanding the differences inherent within the two approaches. Conversely, contradictory questions may be included deliberately, specifically to identify consumers whose responses are potentially unreliable.

Either of the major sampling strategies may be used with a variety of data collection methods, focusing around the delivery of direct and indirect questions in person, by telephone, or online. The design of robust questions for the collection of consumer data is the second key factor that influences the validity and reliability of the data and their likely link to future consumer behavior. Avoiding common pitfalls—questions that make assumptions about consumers' knowledge/opinion, double questions, or contradictory questions—is important alongside the design of questions that will accommodate the full range of answers while providing the means to summarize the resultant data.

Direct verbal questioning forms the basis of consumer intercept surveys, typically carried out in the street, within shopping centers or retail parks, or other areas where access to a large group of target consumers is likely. Consumer intercept surveys begin with screening questions to confirm that the respondent is a suitable member of the appropriate sample group, followed by the administration of the full survey instrument, and concluding with thanks and either a small gift or monetary reward as closure. Consumer intercept surveys may be used with simple product testing or comparison techniques, which on occasion offers an advantage over telephone surveys, although the basic premise is similar.

Telephone, postal, and online surveys are commonly used and follow similar principles, being primarily influenced by the sampling strategy, the questions developed, and the response rates, which vary widely. Online consumer survey work is cheap, convenient, and may be appropriate for certain technical areas or where a predetermined sample group is available. The difficulties of obtaining a representative sample online remain a key limitation, however.

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