Consumer Research Services – Delving into Consumer Psyche
Product development / July 27, 2015

As a researcher at Coral Research Services, my work involves understanding consumer psyche, need states and deriving insights based on their behavior and responses to stimuli. Thankfully, I receive a lot of exposure to the various research methodologies and training to help understand how to decode what I hear and see during the consumer interactions. Here’s a bit about my tryst with consumer research: The first time my curiosity about consumer insight and consumer research was piqued, when I worked on a dissertation as part of my undergraduate course in marketing. The topic of my study was ‘Understanding the impact of advertising on women psyche’. As a student, I randomly interviewed women in malls and came back concluding that the impact was insignificant. Of course, this was a rather unstandardized way of researching, but then this small project increased my curiosity. Indeed, what do consumers think about all this communication directed to them? I soon realized that products are manufactured for consumers and the communication around it should also be according to consumers’ needs / pain points. Or, otherwise, a need had to be ‘created’ for them. Here are some of my own observations while working at Coral Research :…