Consumer Research Quiz

What is the primary goal of consumer research?

• To develop buyer personas

• To collect data about consumer behavior

• To understand internal company processes

• To create advertising strategies

Which of the following is NOT a common mistake when creating personas?

• Making up information about buyers

• Conducting scripted interviews

• Using irrelevant trivia

• Including too few buyer personas

What is a "persona" in marketing?

• A fictional story about a customer

• A detailed, semi-fictional representation of a target customer

• A collection of product features

• A competitor's marketing strategy

Which of the following factors is NOT typically included in a demographic analysis?

• Age

• Occupation

• Gender

• Psychological needs

What does consumer insight focus on?

• Collecting raw data

• Identifying competitors

• Drawing actionable conclusions from research data

• Developing advertising scripts

Which of the following is a type of need described by Philip Kotler?

• Imaginary needs

• Emotional needs

• Secret needs

• Optional needs

What is the purpose of a mood board in advertising?

• To create a timeline for campaigns

• To visualize consumer buying behavior

• To communicate brand identity and establish design flow

• To summarize sales data

What is a perceptual map used for?

• To visualize relationships between product attributes

• To analyze consumer emotions

• To track product sales

• To display customer demographics

Which is an important part of creating personas according to the slides?

• Listing personal hobbies of the customer

• Identifying demographic and psychographic traits

• Focusing only on purchasing data

• Asking hypothetical questions

Which of the following visualizations is best used for summarizing text data?

• Word cloud

• Perceptual map

• Infographic

• Mind map