Knowledge of the consumer allows the company to understand better that it is necessary for the consumer, his dreams, his fears, desires, requirements and what he is guided by at decision-making on purchase. It is impossible to influence the feelings of consumers and motivations of their behavior in the market without studying the target audience.

The main purpose of the study is to determine the socio-psychological portrait of the consumer. On the basis of this information, the company defines its target group – a segment or several segments of consumers, on the satisfaction of whose needs the company focuses its efforts.

The results of this study:

• Identification of the target audience of your products and competitors’ products
• Determination of demographic characteristics of the consumer
• Determination of the socio-psychological profile of the consumer
• Identification of product selection criteria, consumer expectations and preferences
• Segmentation of the target audience by solvency, style of behavior

Data collection is carried out both by qualitative methods (quantitative survey, focus groups, in-depth interviews, In home visits) and quantitative methods (telephone, personal interviews)