Consumer Behaviour Testing
How It Works
When examining consumer behaviour, you need first to determine whether you’re looking to examine behaviour in a whole segment or just with respect to your product specifically. Once you’ve determined that you can then look at and consider the way you want to uncover the behaviour.
The challenge with surveying for consumer behaviour is the fact that unless the behaviour unique, pronounced or unusual, it is difficult for respondents to remember specifics about their actions. Particularly if that behaviour is something that happened a long time ago, the detail about that behaviour will be blurred, possibly with other irrelevant behaviours that get mixed in together when recalled.
This leads to the challenge of deciding whether to execute prompted or unprompted research. Unprompted, open ended research will only yield very good results when the behaviour is either recent or very pronounced/unusual. If the behaviour you’re looking for doesn’t fit that category then it can be worth sticking with prompted questions – though those have their own challenges such as false positives.
Typically speaking the three variants of questions for consumer behaviour research are 1) aided, unprompted open questions, 2) aided, prompted behaviour influence rating questions and 3) aided, prompted action selection multiple choice questions. A combination of part or all three will net actionable consumer behaviour survey results.
Examples of the survey questions are available.
Click the button below to see a series of question examples to include in a consumer behaviour survey.
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