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Consumer Research

Gain a competitive advantage with data-backed consumer insights.

Get the feedback you need to truly understand your consumers.

IMS consumer research explores who your customers are, how they think, and what they need. From defining your market size to mapping the most critical moments in the customer journey, our research experts equip your team with the intelligence to connect, convert, and drive results.

Our researchers combine decades of technical expertise and complex analysis with real-world applications, delivering robust reports with insights you can instantly apply.

Consumer Research Methods

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    Market Sizing

    Market sizing research evaluates the size of the total addressable market (TAM) in terms of customers, volume, and/or revenue. Our experts analyze consumer data, purchase behavior, and trend analysis to estimate the total number of potential customers, sales volume, and revenue projections, as well as category growth dynamics. We deliver actionable estimates to help you identify unmet needs, model growth, prioritize investments, and develop more effective strategies.

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    Consumer Segmentation

    Our segmentation studies help you identify specific customer subgroups and tailor your marketing accordingly. These studies uncover the different groups of consumers who engage with your brand, as well as their motivations, emotions, behaviors, and purchasing patterns. Using advanced analytical techniques, we identify your customer segments, what drives them, how valuable they are to you, and how best to serve them.

    IMS audience segmentation studies deliver frameworks for targeting and personalization, value identification, and guidance on positioning and messaging.

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    Customer Journey Mapping

    We conduct journey mapping research that breaks down your customers’ typical experience from first impression to final purchase. Journey maps illustrate how consumers make decisions at each touchpoint, where drop-offs occur, and how to create more resonant experiences.

    Through journey maps, our team helps you identify key decision points, behavioral triggers, emotional states, and expectations at each stage, as well as points of friction and opportunity, and variations by customer segment, tenure, and channel.

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    Customer Loyalty & Retention

    When you understand which experiences matter to consumers, you can move customers from transactional relationships to referral relationships. Our consumer research experts conduct loyalty studies that focus on emotional attachment and repeat purchase likelihood, touchpoint evaluations across the customer lifecycle, indicators of churn, the impact of service recovery, and brand experience.

    Partner with IMS to measure the attitudes and behaviors that lead to brand loyalty and retention.

Meet Our Consumer Research Experts

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Influential law firms, Fortune 500 companies, and regulatory agencies rely on IMS’s research experts to strengthen legal and business strategies.