Media-market research analyzes media consumption behaviors within a target population for a given product or service. It examines the influence of media on consumer attitudes,

Qualitative research involves gathering information to understand the attitudes and motivations of individuals within a given population. This approach relies primarily on in-depth interviews conducted

Usage and attitude studies encompass a range of analyses designed to assess consumers’ feelings, views, and behaviors toward a product. These studies combine quantitative and

Consumer behavior and perception analysis encompasses a range of methods aimed at assessing opinions, attitudes, and purchasing habits related to a product. This approach combines

These studies, known by various names such as “non-directive studies,” “in-depth studies,” or “motivational studies,” aim to deepen the understanding of target audience behaviors and

An ad hoc study is an investigation conducted specifically at the request of a company to address a precise need or problem. Unlike general or

A thorough analysis of motivations, whether conscious or unconscious, is an essential component for understanding customer behavior in the field of consumption.

Consumer purchasing behavior analysis focuses on understanding how consumers act when buying or consuming products under typical circumstances. This approach relies primarily on observation to

An in situ study involves conducting observations or research directly in the field, within the natural environment or the actual context of the object of

In 1997, Marsha Richins introduced a scale to examine the emotions commonly experienced during the purchasing process. This scale builds upon earlier research by Gerald