Consumer research services help brands understand how people think, feel, and behave. From product development to ad testing, these insights empower companies to make smarter, more strategic decisions based on real consumer needs. But what exactly do these services involve—and how do you choose the right partner?
In this article, we explore the role of consumer research firms, what they offer, and how they differ from broader market research agencies.
What Is Consumer Research?
Consumer research refers to the process of gathering, analyzing, and applying data about individual customers or audience groups. It focuses specifically on buyer motivations, perceptions, behaviors, and preferences. Unlike general market research, which might assess broader trends or competitors, consumer research dives deep into what your audience thinks and feels.
Types of Consumer Research Services
A consumer research company typically offers both qualitative and quantitative services. Here are the most common:
Qualitative Research
- In-depth interviews (IDIs)
- Focus groups (online or in-person)
- Ethnographies and digital diaries
- Shop-alongs and user journeys
These methods explore the why behind behaviors—why consumers choose one product over another, what they expect from a brand experience, or how they talk about a category.
Quantitative Research
- Online surveys
- Segmentation studies
- Message and creative testing
- MaxDiff and TURF analysis
Quantitative methods provide statistically reliable data on things like purchase drivers, brand awareness, or campaign performance.
Additional Consumer Research Services
- UX Research: Test the usability of digital products or platforms
- Insight Communities: Build ongoing feedback loops with loyal customers
- Secure Content Testing: Safely test unreleased ads, concepts, or packaging
Why Work With a Consumer Research Company?
Working with a consumer research agency gives brands access to:
- Expert guidance: From study design to analysis
- High-quality participants: Screened for relevance and reliability
- Advanced tools: Technologies like secure testing and dial testing
- Actionable insights: Clear recommendations, not just raw data
Whether you’re launching a product, exploring new audiences, or refining messaging, a consumer research partner brings the experience and infrastructure to do it right.
Check Out Our Guide on How to Choose the Right Consumer Research Company for Your Brand
How Is Consumer Research Different From Market Research?
While the terms are often used interchangeably, consumer research is typically more focused on individuals and their preferences. Market research can also include competitors, pricing, and broader industry trends.
For example:
- A market research firm might analyze market share across regions
- A consumer research firm might test how parents react to a new toy design
Many full-service insights firms offer both, but it’s important to clarify your goals when selecting a partner.
What Makes Touchstone Research Different?
As a trusted consumer insights agency, Touchstone Research blends flexible, full-service market research capabilities with deep audience expertise. We help brands reach:
- Parents and families
- Kids & Teens (Gen Alpha)
- Young Adults (Gen Z)
- Multicultural consumers
- Health-conscious shoppers
- Tech-savvy audiences
Our qualitative market research recruitment company recruits from high-quality panels, follow rigorous market research data privacy and security standards (SOC 2 Type II, COPPA, GDPR), and offer proprietary tools like Dial Tester and Secure Content Testing to help clients move forward with confidence.
Consumer Research Services FAQs
Ready to level up your insights? Contact our consumer research experts to explore how we can help you reach the audiences that matter most.