Studying consumers is very important for the effective operation of any company, because a consumer is always in the focus of attention. Without studying a target group, it is impossible to influence the feelings of consumers and stimulating motives of their behavior in the market.

This research is aimed at:

• Determining the target group – who are the consumers of the products/services offered by your company?
• Determining the social and psychological portrait of a consumer – What are their characteristics?
• Segmentation of the target group according to paying capacity, behavior style and age characteristics etc;
• Establishing the criteria for choosing products, consumer expectations and preferences –
• What consumers require from Your products/services and from your competitors’ products/services?
• Whether consumers are satisfied with Your products/services?

Studying consumers means using both qualitative (focus group discussions, in-depth interviews) and quantitative (telephone and face-to-face interviews, on-line interviews) research methods.